Equity Exam

• The Equity Exam is a blinded, longitudinal benchmarking tool designed to assess the brand equity that exists for a specific product or service relative to the competition.
• Brand equity is distinguished from the value a brand provides to customers (brand-added value) by the value it provides for the brand’s owner as expressed in strategic and management benefits.
• We utilize the Consumer Based Brand Equity Model (CBBE) that was developed by Kevin Keller, PhD at Dartmouth
• Keller’s model is also referred to as the 5-A Brand Equity Model as a superior analysis and measurement of the core equity emerges through the evaluating the equity building blocks through the five key dimensions of Awareness, Association, Attitude, Attachment, and Activity as illustrated in the image below