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.
