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Asia Insight's holistic brand equity model

The most important assets of any business are intangible: its brands, its symbols, the awareness and presence of a company or brand and all the underlying associations and perceptions. These assets comprise the brand equity and contribute to its competitive advantage.

Asia Insight has developed , a holistic brand equity model, measuring those aspects driving brand choice and loyalty.
The insights derived from can help you identify those areas that you need to influence in order to strengthen your brand. It also helps you measure the health and value of your brand or brand portfolio, in order to make effective marketing decisions and actions.

measures and evaluates the following
asset areas:

	Brand Awareness: Brand recall
	Advertising Presence: Ad Recall, awareness vs. GRP
	Advertising Quality: Rating of ads (relevance, liking, comprehension, credibility, differentiation – relative to competitors’ advertising)

	Brand Clarity Your brand should clearly stand for something and have an identity, not be fuzzy. People can relate more easily to something that is clear. Findings help our clients increase awareness of the brand’s discriminators amongst consumers, as well as identify untapped opportunities, i.e. harness those important dimensions not yet strongly associated with competitors.
	Brand Relevance Your brand should be meaningful to customers, in order for them to find it worth considering. helps you increase delivery on attributes that are more important to the consumer, while maintaining the brand’s own identity.
	Brand Differentiation How can your brand dominate people’s minds in important perceptual dimensions? helps your brand increase delivery on important attributes which can contribute to differentiation.

	Perceived Value Are you worth what you are charging? Sometimes the most preferred brand is not bought, due to cost considerations. helps you measure perceived quality related to competition and to price. Should you adjust price or quality perceptions?
	Delivery vs. Expectations Post-purchase, the brand must live up to the expectations of its prospective customers, and it must cultivate 'champions' amongst its customers. helps you identify and fix areas where the brand has 'over-promised', and leverage areas where the brand delivers above customer expectations.

Devotion and Conviction Your brand must have a strong psychological bonding with current customers as well as with prospective customers. 'Devoted' customers are your spokepersons, thus enhancing stability, while 'convinced' customers provide for growth and compensate for attrition. Asia Insight can identify for you what strategic groups to target and amongst these groups which are the areas that need strengthening.

Ultimately, is able to identify the quality of brand and communication that contribute to customer loyalty and retention.