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Driving Brand Equity

Learn more about measuring and determining the drivers of brand equity by downloading this detailed white paper.

This paper details an approach for quantifying a brand’s equity and identifying the top drivers that impact equity. It focuses on the ever-changing mobile phone category, and discusses how choice models can be designed to address and isolate the impact that several features have on price and willingness to pay for a particular product or service. Included in the analytical output is a Penalty/Reward analysis which provides further detail and prioritization of key brand equity drivers, giving marketers clear direction on where to focus development and/or messaging activities.