Knowing the strength of your brand is critical to your brand strategy and your strategic positioning overall. We measure brand equity and identity using the Young and Rubicon model depicted below.
We leverage a tool kit of qualitative and quantitative methodologies to determine brand stature and vitality.
Stature: Familiarity and awareness may be the first step in branding, but if customers are familiar with your brand, do they regard it with esteem? How do you compare to your competitors in their mind.
Vitality: And even if your brand is well known and well regarded, what are you known for? How do you differentiate yourself from your competitors? And most importantly, is your value proposition that is communicated by your brand relevant to your customers needs?
At Geo Strategy Partners, we measure all dimensions of brand so that you can progress from awareness to esteem to differentiation to preference.