The approach in this method is…
Take a particular brand. List all its attributes. Get ratings for each of these attributes on a 0-.10 scale from consumers. Sum up the scores.
This represents the equity of the brand scale. Repeat a similar exercise on competing brands and we have the brand equity for all the brands.
Suppose one gets the following hypothetical scores for 4 talcum powder brands:
|
|
Ponds |
Cinthol |
Liril |
Gokul |
|
Freshness |
8 |
7 |
8 |
6 |
|
Fragrance |
7 |
7 |
7 |
8 |
|
Long-Lasting |
9 |
9 |
8 |
6 |
|
Appearance |
8 |
7 |
6 |
5 |
|
Desirability |
8 |
6 |
7 |
6 |
|
|
40 |
36 |
36 |
31 |
If the scores are converted to a scale of 100, the total score for Ponds is 80, Cinthol 12, Liril 72 and Gokul 62. This score represents the “Brand Equity”. However, brand equity usually is more than what the attributes bestow on the brand. This becomes the limitation of the method.
