True brand equity
Tracking the value
of your brand
Brand Equity is often measured through complex indexes of multiple KPIs that are difficult to understand and act upon.
We believe true brand equity is how much consumers are willing to pay for your product or service. The WTP price choice-based modelling approach measures the relative value that shoppers would pay for your products or services compared to competitor brands.
Measurements over time
A continuous approach
By measuring Willingness to Pay over-time you can determine whether your brand or a specific category’s WTP has increased or decreased and compare it to your competitors’ performance.
The WTP score can be combined with other measurement systems linked to sales volume to measure the short-term impact of marketing and communications. Using alternative measurements will help you to understand how to build your brand equity and why your brand equity is changing.
What are the benefits?
Brands need to keep track of what people would or would not pay for their own and competitor brands, but they also need to understand how to build WTP. What benefits are you offering? Focusing on the specific benefits will ensure your distinctiveness and influence your ability to charge more.
The Nepa insight presentations are really valued by our global and local market teams. They go beyond the obvious, making it very interesting with very clear explanations and analysis. Great job!
I would 100% recommend the capability and people of Nepa.
The brand tracking service provided by Nepa has enabled us to monitor brand performance on a chain and group level. This enables us to identify growth potential for individual chains and for the group, as well as learning more about how individual brand concepts are performing and how they potentially could be strengthened.
Applying Nepa’s Brand Noise Reduction algorithm to Marketing Mix Modelling really gives us peace of mind that we’re making decisions based on the best data possible.
Our collaboration with NEPA is important for us. Understanding our consumer and their view of GANT is imperative for us to succeed.
Our experience allows
us to bring our expertise
to any sector
OUR WIDER OFFER
Our 360-degree, continuous approach shows how consumers think, helps realise growth potential, and demonstrates return on investment.
Understanding your consumer’s needs, values, and behaviours is key to creating effective, engaging content and building your brand. Segmentations based on people’s needs and values offer you unique insights to create long-term growth.
All good brands have distinctive personalities in order to stand out from the crowd. See where you and your competition lie, so you can build a uniquely powerful brand experience.
Brand Asset Optimisation
Effective communication is a fine balance between differentiation and distinctiveness. By identifying how strong your potential brand assets are linked to your brand you can understand which should be used, when, and in what ways.
Our insights, inspiration and news
As insights storytellers, we constantly work to provide resources to stay on the pulse of marketing and insights. Discover inspiration, explore our in-depth ‘Originals’ reports, and find out more about how we support brave marketeers.