Tag: Brand Equity
-
What’s The True Cost of A/B Testing Ads?
The true cost of A/B testing ads – especially when done in-market (i.e., live on media platforms) is significantly higher than most marketers account for. While it may seem like a low-risk way to optimize ad performance, the hidden costs can be substantial when you consider media waste, opportunity cost, time delay, and measurement flaws.…
-
Brand Health, Equity, or Ad Tracking? Get Clarity.
The first step in designing a tracking study is to identify what your goal is and what you want to do with it. Do you need a Brand Equity, Brand Health or Advertising Tracker? Or some combination? So let’s first define each… Some researchers lump Brand Equity and Brand Health into the same bucket but…
-
Brand Equity vs. Brand Health
What is the difference between Brand Equity and Brand Health? → represents the value of a brand, built from all its market activities—name, image, advertising, service quality, and more. It’s the reason consumers prefer one brand over another and may even pay more for it. → tells us how the brand has evolved and where…
-
The First Step in Designing a Tracking Study
The first step in designing a tracking study is to identify what your goal is and what you want to do with it. Do you need a Brand Equity, Brand Health or Advertising Tracker? Or some combination? So let’s first define each… Some researchers lump Brand Equity and Brand Health into the same bucket but…
-
Addressing Today’s Marketing Challenges – A New Predictive Brand Growth Marketing Model
All marketing is built upon mental models (conceptual frameworks that allows humans to make sense of the world) that explain how marketing works and inspires and guides action. Many mental models are not explicitly stated, and this leads to confusion when different members of the marketing team have different models. In our experience, companies that…
-
Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand
Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand With a purchasing power estimated to reach 1.5 trillion this year, the U.S. Hispanic segment has become a key target for many advertisers. With our studies proving that Hispanics tend to be more responsive to advertising than their non-Hispanic counterparts in terms of…