Brand equity market research

Brand equity is the way in which consumers view a brand. Understanding brand equity will allow a company to change and adapt their branding suitably to fit the image they want to portray. If consumers feel attached to a brand, they may be less likely to choose a competitor’s product. Building up positive brand equity is important when it comes to retaining customers, as well as for attracting new ones.

For example, in a supermarket, there are two bottles of orange juice made by different brands. They have exactly the same ingredients, are the same size and cost the same amount. The consumer’s purchase decision will likely be based on brand equity and how the consumer views the products. In this case, one brand has a negative brand equity with the consumer because of poor customer service when they bought a previous product. This influences them to buy the other bottle of orange juice and demonstrates the importance of having a positive brand equity.

Brand equity is constantly changing because it can be swayed in a variety of different ways. For example, the Corona lager brand had a huge drop off in purchases due to the outbreak of coronavirus. This is a negative change in brand equity, although beyond the control of the lager company.

At DJS Research we have a wealth of branding market research experience, including brand health, brand tracking, campaign evaluation and value proposition research – to names a few!

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

We are small enough. We are big enough. We are DJS Research

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.