Overview — Brand Equity Model

Exhibit 2.19   Overview of Nielsen’s Winning Brands Equity Model.

Exhibit 2.19 summarizes the brand equity model. Brand equity was computed based on measures for the outcomes of brand equity, namely brand loyalty and price premium. The drivers of brand equity were derived based on aspects that relate to what people think and feel about brands in the category, as well as awareness and consideration.

The model delivers an understanding of your brand’s relationship with consumers, and its ability to lift consumers up the levels of the loyalty pyramid. You get to know your brand’s equity, how it compares with other brands, and how it changes over time. The key driver analysis helps you understand how to strengthen your brand’s interaction with consumers thus increasing the brand’s loyalty and boosting its equity.


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