The way to build your brand and brand strategy is actually quite simple and straight forward. However, you first need a means of measuring your brand health and your competitors too. Your Brand Equity allows you to build your brand using the right decisions. BrandVision is our Brand Tracking measurement that allows you to evaluate and understand your Brand Equity.

1. Building
Brand Equity

2. 2
A brand is an identifying symbol, logo, name or word that companies use to distinguish their product from others. A
combination of one or more of those elements can be used to create a brand identity. (The Legal protection given to
a brand name is called a trademark).
What is a brand?

3. Building your brand is also known as Brand Equity building. Ultimately, it is the goal for every brand owner/marketer to
maximise the appeal and strength of their brand, increasing interest & loyalty, and ultimately improving sales/profits.
Building a brand…
Brand
Equity
Awareness
Accessible
Identity
Value
Different
Emotion
Are your target customers aware of your brand?
Is your brand easy to find and convenient
Is your brand recognizable and easy to identify?
Does your brand satisfy a need and provide value?
Is your brand differentiated from the competition?
Does your brand connect with people on an emotional level?

4. The way to build your brand and brand strategy is actually quite simple and straight forward… However, you first need a
means of measuring your brand health and your competitors too. Measuring your brand equity is vital to building your brand
and making the right decisions.
Building your brand strategy…

5. All these metrics are encompassed in the Brand
Wheel which results in the creation of a unique Brand
unique Brand Equity Score. This score reflects the strength
and potential of a brand along with competitors too.
The Brand Wheel (opposite) is divided into 9 key drivers of
brand health. Each KPI has been shown to have a clear
impact on brand health and it is important that any brand
leverages all nine factors (not just one or two).
Find out more about our Brand Wheel here
Vision One’s approach to measuring brand equity involves conducting consumer surveys with target
customers and tracking over 50 unique measurements of brand health using an approach called
BRANDVISION.
Measuring Brand Equity…

6. Brand Funnel helps understand growth
The shape of your funnel provides
important clues into your brand health.
The aim is to maximise the number of
loyalists.
Our Loyalty metric has been shown to be a
better predictor of potential growth than
the traditional measure, Net Promoter
Score (NPS).
Your Consideration (Interest) score is key
if you want to know how many people are
interested in your product.
The Brand Funnel (sometimes known as Pyramid) is a model designed to
help your brand grow through the 5 key steps: Awareness Consideration,
Trial (also known as Usage), Satisfaction and Loyalty which provides two of
the 9 KPIs in the Brand Equity Wheel

7. Emotion and Emotional Branding
Creating an emotional relationship with your customers is a critical part
of brand building.
Emotion is recognised as the most important factor
in deciding which brands we choose to buy. We are
emotional creatures and in most cases we don’t
really understand why we buy the things we do (and
simply post-rationalise why we buy them).
Arguably one of the best models of emotions was
developed by a psychologist and colleague of Albert
Einstein, named Robert Plutchik. Plutchik’s model,
called the Wheel of emotions, incorporates one of
the most important factors associated with Brand
Choice – namely TRUST.

8. One of BrandVision’s most important and useful tools is the market and customer needs assessment. This measures 26 Customer
needs and values which are each known to drive choices and add value to brands and services.
These 26 needs fall into four categories of needs; Primary/Basic, Quality, Expression and Feelings. The strongest brands deliver on a
set of needs that are unique to each market.
Meeting Market and Customer Needs + Adding Value
All products and services should aim to meet customers’ rational and emotional needs. Ideally a
brand should strive to deliver a unique set of needs in order to differentiate itself.

9. Momentum
Momentum is a reflection of the direction (growth or decline) in which a
brand is moving. Strong brands are seen as growing or stable. Momentum
is highly correlated with future purchase intentions and if falling you must
act quickly!

10. Awareness and Mindshare
There is more than one way of evaluating awareness and there is no single
metric that is a reliable measure of the saliency of a brand… so we
invented MindShare.
Awareness is the ultimate goal of maximising the
number of potential clients and often the focus for
marketing.
Behavioural Economics shows the Availability Bias
(where familiarity is likely to affect decision making)
is a large influence on decision making.
This can be seen in both purchasing and
spontaneous brand awareness which are both highly
correlated in most markets.
MindShare is a brand awareness metric which combines
both spontaneous and prompted awareness.

11. Brand Image, Signals and Values
Providing clues to your target customers about who you are and what you’re
doing are essential for growth. These brand image signals fall into eight
further metrics.
Active – Is your brand seen to be active in the market?
Identity – does your brand have a strong identity that is
easy to recognise market?
Performance – is your product or service effective (high
quality)?
Is your brand ethical and doing the right thing?
Do you offer value for money
Is your brand easily accessible and convenient?
Do you provide good support/service?
Do you have a magnetic brand personality?

12. One of the best ways of monitoring your brand health and building & refining your brand strategy is to
conduct regular brand tracking.
Building your brand strategy…

13. Tracking is your best tool for brand strategy. Annual tracking is ideal for brands who do not change things up regularly.
Whereas, quarterly or monthly trackers are most common in capturing the impact of marketing activities.
Brand Tracking
Provides the strategic insights that will help you fast-forward your
brand
Helps you understand how to drive forward consideration and
usage
Identifies customer segments requiring greater attention
Understand your competitors’ strengths & weaknesses and stay
ahead of them
Evaluate your brand and marketing activity to understand the
impact you are having
Builds your growth strategy
If you are a new brand in a very fast-paced industry or a disruptor in an established market, you
may opt for a monthly brand tracker which might be best for you.

14. BrandVision is Vision One’s pioneering brand tracking research system. Unlike other traditional brand
tracking companies, we like to do it differently by focusing on the Key Performance Indicators (KPI’s)
and metrics that drive growth. Importantly, as a brand health tracker, BrandVision provides clear
strategic insights to help improve business decision making by helping you to understand what is
important in driving brand equity.
About BrandVision…

15. 15
ISO 20252 Accredited
Brand Tracking Specialist
International Expertise
Award Winning (Best agency 2020)
Innovative Thinking
Over 500 Clients
Get in touch about
www.visionone.co.uk 0203 693 3150 mail@visionone.co.uk
About Vision One?