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Brand equity is ethereal. It is a concept developed by brand owners and does not mean anything to consumers.

Consumers think in terms of ‘Does the brand do the job it’s supposed to?’ and ‘Does the brand provide me with emotional benefit?’

Nunwood's proprietary Brand SwordTM model provides us with a system for evaluating brands on an equal footing, by looking at their performance on a functional and emotional basis as well as taking into account the degree to which they possess a USP in the market.

Functional attributes will vary significantly from one market to the next depending on the nature of the market, but may include factors such as:

- Customer service (retail services)

- Taste (food products)

- Fragrance (toiletries)

Emotional needs are capitalised on by brands in a consistent way. As such these attributes can be divided into three key groups regardless of the market

Personal Benefits – how does the brand make the individual feel about themselves?

Social benefits – how does the brand contribute to the way that the individual wants to be perceived by others?

Dynamism – does the brand make the individual feel confident that they have made the right choice in an ever changing world?

Through statistical analysis we are able to apply importance weights to these aspects enabling us to develop an accurate assessment of brand equity. This can be dissected to uncover improvement priorities, providing a guide and performance monitor for operations, marketing communications and promotional focus.