Measuring brand equity with public and social media data

Featured - 3 items

81% of consumers’ purchasing decisions

are influenced by their friends’ social media posts.

60% of CEOs believe that the brand

represent more than 40% of their company’s market capitalisation.

+ 91% of consumers aged 18-34 trust online

reviews as much as personal recommendations.

A new approach to assess brand value

Social listening activities have become a critical part of any business, gathering insights into what social media users think, feel, and/or understand about a certain issue, topic, product or event. But what is the best approach a business can take to leverage that knowledge to influence the next appropriate response action - and the one after that? Because the conversation never stops online, and all this chatter adds up to valuable data. How a company uses it will determine its continuous success.

It’s time for CEOs to move to an agile market and stakeholder driven strategy of brand measurement by using the richness of the data that’s already in the public domain (complementing or replacing traditional survey approach) to mitigate reputational risks.

This will help to create future value by increasing a brand’s market potential and profitability through the identification of new consumer trends, associations of the brand and unserved needs and segments.

Brand equity valuation methodology

We have developed a unique methodology that links consumer perception of a brand to its monetary brand equity, complementing traditional brand equity measurement with a novel approach utilising public and social listening methods. The brand equity valuation methodology provides clients with a comprehensive analysis of their brand, including an evaluation of market sentiment and key brand metrics. This analysis compares the client’s brand image and perception to the industry and/or competition, offering a more indepth and up-to-date understanding than traditional surveys alone. The brand equity valuation methodology helps clients to have a more market-driven and comprehensive financial brand valuation, based on current company financials as well as market sentiment and brand metrics.

The goal of the brand equity valuation methodology is to calculate key brand performance indicators, such as brand awareness, brand image strength, and brand relevance, through observable and quantifiable metrics that are based on real-time data collected from public and social media sources.