Brand Equity

Neurosense knows what your customers want

Strong brands depend on accurate positioning and communication of their core benefits and values. But how easy is it to determine what these really are, particularly in the mind of the consumer? As a rule, consumers can be good at communicating to market researchers what they strongly like and what they strongly don't like, but not about anything in between, and hardly ever why the like or dislike something. Where does the value come from? What are the perceived benefits that differentiate one brand from another? What is your brand's image in the minds of consumers and how is it changing over time?

Understanding the emotions that consumers hold about your brand at all levels, will change the way you design, present and communicate your brand.

BrainLink™ is highly flexible implicit brand evaluation tool that helps clients to uncover the nonconscious attributes and perceived benefits that are most strongly associated with their brand and those of their competitors. BrainLink™ is used by numerous companies worldwide for:

  • Brand positioning
  • Brand tracking
  • Evaluation of brand extensions
  • Brand equity
  • Evaluation of radio and TV commercials
  • Packaging
  • NPD
  • Claims testing
  • Tag  or strapline testing
  • Concept ownership
  • Brand personality
  • Brand asset evaluation

BrainLink tests can use words, phrases, sentences, or images as attributes in the test. Our word attributes are based on several factors, including the type of product being tested (e.g., pack, claim, brand logo, etc), the market segment, a generic model of brand equity that we use, and our extensive database which has thousands of attributes and a measure of how discriminating they are. We also allow clients to suggest attributes they wish to test. We can advise whether a particular attribute is likely to yield interesting results.

A Model of Brand Equity

According to academics in consumer research and practitioners in business, evaluating the strengths of a brand, service, or product can be best done through the concept of brand equity, especially consumer focussed brand equity, which is the value of a brand from the customers’ perspectives.

According to theories of brand equity, three important measures are: brand awareness, brand loyalty and purchase intentions. The three are inextricably linked. Brand loyalty is the tendency to repeatedly buy the same brand rather than buy or consider its competitors. Brand loyalty is therefore actual purchasing behaviour based on a very strong and positive attitude towards the brand.

Brand loyalty may be determined by a combination of factors, including (but not limited to) social aspects, experiential aspects, emotional connections, and trust. Feelings and perceptions based on these factors may come to us through nonconscious routes, commonly referred to as intuitions or gut reactions (also referred to as ‘somatic markers’ in some academic fields).

Neurosense Attribute Database

Over the period of several years NS has collected over a billion reaction times from respondents all over the world. These are located in a central database and allow us to identify suitable sets of attributes for different tests, in different market categories, and different countries.

In addition, the Neurosense team have analysed its datasets using factor analysis to identify the key drivers in each market category. We use these to guide our selection of attributes for a particular test. This database is dynamic, since we are continually adding to it, and continually analysing it.