Method, System and Computer Program Product for Measuring and Tracking Brand Equity

• US 20080201198A1
• Filed: 09/02/2005
• Published: 08/21/2008
• Est. Priority Date: 09/02/2004
• Status: Abandoned Application

• Current Assignee: University of Technology at Sydney
• Original Assignee: University of Technology at Sydney
• Inventors: Devinney, Timothy, Louviere, Jordan J.
• Application Number:
  US11/661,878
• Publication Number:
  US 20080201198A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls

Abstract

Methods, systems and computer program products for measuring and tracking brand equity are disclosed. According to one embodiment disclosed, a brand equity value for each of a plurality of brands in a market category is obtained (210) and an index value for each of the plurality of brands is calculated (220). Each index value is representative of a difference between a corresponding brand equity value and a reference brand equity value for the market category. A brand equity index for the market category is generated based on the index values (230). The brand equity values may be obtained by identifying key features in the market category, designing choice experiments based on a plurality of brands in the market category and the key features, obtaining data relating to the plurality of brands using the choice experiments, developing choice models from the data, and determining a brand equity value for each of the plurality of brands using the choice models.

Claims

1. A method for measuring and tracking brand equity, said method comprising the steps of:

selecting at least one market category;

identifying key features in said at least one market category;

designing choice experiments based on a plurality of brands in said at least one market category and said key features;

obtaining data relating to said plurality of brands using said choice experiments;

developing choice models from said data; and

determining a brand equity value for each of said plurality of brands using said choice models.

2. The method of claim 1, wherein said brand equity values comprise monetary values.

3. The method of claim 1, wherein said data is obtained by consumer surveys conducted via the World Wide Web (WWW).

4. The method of claim 1, comprising the further step of generating a brand equity index based on said brand equity values, wherein said brand equity index comprises a plurality of relative values, each said relative value associated with a corresponding brand equity value and representative of a difference between said corresponding brand equity value and a reference brand equity value for said market category.

5. The method of claim 4, wherein said reference brand equity value comprises an average value of the brand equity values of a plurality of brands in said market category.

6. The method of claim 5, wherein each said relative value represents a premium above or a discount below said average value that will enable a brand corresponding to said relative value to achieve an equal share in said market category.

7. The method of claim 4, wherein said reference brand equity value remains secret from recipients of said brand equity index.

34. The method of claim 1, comprising the further step of adjusting said choice models based on answers to survey questions relating to product said brand equity value is representative of.

8. A method for measuring and tracking brand equity, said method comprising the steps of:

obtaining a brand equity value for each of a plurality of brands in a market category;

calculating an index value for each of said plurality of brands, each said index value representative of a difference between a corresponding brand equity value and a reference brand equity value for said market category; and

generating a brand equity index for said market category based on said index values.

9. The method of claim 8, wherein said brand equity values comprise monetary values.

10. The method of claim 8, wherein said reference brand equity value comprises an average value of the brand equity values of said plurality of brands in said market category.

11. The method of claim 8, wherein said step of obtaining a brand equity value for each of a plurality of brands in a market category comprises the sub-steps of:

selecting a market category;

identifying key features in said market category;

designing choice experiments based on a plurality of brands in said market category and said key features;

obtaining data relating to said plurality of brands using said choice experiments;

developing choice models from said data; and

determining a brand equity value for each of said plurality of brands using said choice models.

37. The method of claim 11, comprising the further step of adjusting said choice models based on answers to survey questions relating to product said brand equity value is representative of.

12. A computer program product comprising a computer readable medium comprising a computer program recorded therein for measuring and tracking brand equity, said computer program product comprising:

computer program code for identifying key features in at least one market category;

computer program code for designing choice experiments based on a plurality of brands in said at least one market category and said key features;

computer program code for obtaining data relating to said plurality of brands using said choice experiments;

computer program code for generating choice models from said data; and

computer program code for determining a brand equity value for each of said plurality of brands using said choice models.

13. The computer program product of claim 12, wherein said brand equity values comprise monetary values.

14. The computer program product of claim 12, wherein said computer program code for obtaining data comprises computer program code for conducting consumer surveys via the World Wide Web (WWW).

15. The computer program product of claim 12, further comprising computer program code for generating a brand equity index based on said brand equity values, wherein said brand equity index comprises a plurality of relative values, each said relative value associated with a corresponding brand equity value and representative of a difference between said corresponding brand equity value and a reference brand equity value for said market category.

16. The computer program product of claim 15, wherein said reference brand equity value comprises an average value of the brand equity values of a plurality of brands in said market category.

17. The computer program product of claim 16, wherein each said relative value represents a premium above or a discount below said average value that will enable a brand corresponding to said relative value to achieve an equal share in said market category.

18. The computer program product of claim 15, wherein said reference brand equity value remains secret from recipients of said brand equity index.

35. The computer program product of claim 12, further comprising computer program code for adjusting said choice models based on answers to survey questions relating to product said brand equity value is representative of.

19. A computer program product comprising a computer readable medium comprising a computer program recorded therein for measuring and tracking brand equity, said computer program product comprising:

computer program code for obtaining a brand equity value for each of a plurality of brands in a market category;

computer program code for calculating an index value for each of said plurality of brands, each said index value representative of a difference between a corresponding brand equity value and a reference brand equity value for said market category; and

computer program code for generating a brand equity index for said market category based on said index values.

20. The computer program product of claim 19, wherein said brand equity values comprise monetary values.

21. The computer program product of claim 19, wherein said reference brand equity value comprises an average value of the brand equity values of said plurality of brands in said market category.

22. The computer program product of claim 19, wherein said computer program code for obtaining a brand equity value for each of a plurality of brands in a market category comprises:

computer program code for identifying key features in a selected market category;

computer program code for designing choice experiments based on a plurality of brands in said market category and said key features;

computer program code for obtaining data relating to said plurality of brands using said choice experiments;

computer program code for generating choice models from said data; and

computer program code for determining a brand equity value for each of said plurality of brands using said choice models.

25. The system of claim 22, wherein said processing unit is programmed to obtain said data using consumer surveys conducted via the World Wide Web (WWW).

26. The system of claim 22, wherein said processing unit is further programmed to generate a brand equity index based on said brand equity values, wherein said brand equity index comprises a plurality of relative values, each said relative value associated with a corresponding brand equity value and representative of a difference between said corresponding brand equity value and a reference brand equity value for said market category.

27. The system of claim 26, wherein said reference brand equity value comprises an average value of the brand equity values of a plurality of brands in said market category.

28. The system of claim 27, wherein each said relative value represents a premium above or a discount below said average value that will enable a brand corresponding to said relative value to achieve an equal share in said market category.

29. The system of claim 26, wherein said reference brand equity value remains secret from recipients of said brand equity index.

38. The computer program product of claim 22, further comprising computer program code for adjusting said choice models based on answers to survey questions relating to product said brand equity value is representative of.

23. A system for measuring and tracking brand equity, comprising:

a communications interface for transmitting and receiving data;

a memory unit for storing data and instructions to be performed by a processing unit; and

a processing unit coupled to said communications interface and said memory unit, said processing unit programmed to;

identifying key features in at least one selected market category;

generate choice experiments based on a plurality of brands in said at least one market category and said key features;

obtain data relating to said plurality of brands using said choice experiments;

generate choice models from said data; and

determine a brand equity value for each of said plurality of brands using said choice models.

24. The system of claim 23, wherein said brand equity values comprise monetary values.

36. The system of claim 23, wherein said processing unit is further programmed to adjust said choice models based on answers to survey questions relating to product said brand equity value is representative of.

30. A system for measuring and tracking brand equity, comprising:

a communications interface for transmitting and receiving data;

a memory unit for storing data and instructions to be performed by a processing unit; and

a processing unit coupled to said communications interface and said memory unit, said processing unit programmed to;

obtain a brand equity value for each of a plurality of brands in a market category;

calculate an index value for each of said plurality of brands, each said index value representative of a difference between a corresponding brand equity value and a reference brand equity value for said market category; and

generate a brand equity index for said market category based on said index values.

31. The system of claim 30, wherein said brand equity values comprise monetary values.

32. The system of claim 30, wherein said reference brand equity value comprises an average value of the brand equity values of said plurality of brands in said market category.

33. The system of claim 30, wherein said processing unit is further programmed to:

identify key features in a selected market category;

design choice experiments based on a plurality of brands in said market category and said key features;

obtain data relating to said plurality of brands using said choice experiments;

generate choice models from said data; and

determine a brand equity value for each of said plurality of brands using said choice models.

39. The system of claim 30, wherein said processing unit is further programmed to adjust said choice models based on answers to survey questions relating to product said brand equity value is representative of.