What Are the Different Brand Equity Models?
The brand equity trend model was proposed by Total Research in the United States. It surveys 2,000 U.S. consumers every year. The 1995 survey included 700 brands in more than 100 product categories. The model has accumulated large Database, so you can better understand the operation mechanism and effect of brand equity of each brand.
Brand Equity Trend Model
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- Chinese name
- Brand Equity Trend Model
- Types of
- Brand
- Country
- United States
- Time
- the year 1995
- The brand equity trend model was proposed by Total Research in the United States. It surveys 2,000 U.S. consumers every year. The 1995 survey included 700 brands in more than 100 product categories. The model has accumulated large Database, so you can better understand the operation mechanism and effect of brand equity of each brand.
- Brand Equity Trend Model (Equi Trend)
- The model mainly measures the following three indicators of brand equity by consumers:
- (1) Brand awareness (Salience): The proportion of consumers' brand awareness can also be divided into first mention, pre-tip and post-tip awareness.
- (2) PerceivedQuality: That is, consumers evaluation of brand quality directly affects brand likes, trust, and prices. This is the core of EquiTrend, because consumers evaluation of brand quality directly affects brands Like, trust, price, and percentage of recommendations to others. In EquiTrend's research, cognitive quality has been shown to be highly positively correlated with brand grade and usage or market share.
- (3) User Satisfaction: Refers to the average satisfaction level of the most frequent users of the brand.
- Based on the performance of each brand in the above three indicators, an EquiTrend brand equity score can be calculated. According to EquiTrend's database and survey results, the ranking order of US leading brands over the years has been relatively stable and consistent.
- The brand equity trend model is relatively simple, and can cover a wide range of brands and product categories, and get rid of the traditional cognitive-recall model. However, the disadvantage is that it relies too much on the indicator of cognitive quality (this indicator can only explain why consumers buy the brand, but it cannot explain what causes high quality). The bases of the indicators are different, and the correlation between the two indicators of cognitive quality and user satisfaction is not high; moreover, the EquiTrend model does not explain "how the weight of each indicator is obtained, and whether it is for each consumption The problem is the same.