Designing a Custom Brand Equity Model for Visa
Replace a black-box brand equity model with a strong metric.
Our client Visa was looking to update their proprietary brand equity model with a custom metric that works as lead indicator for the company. They needed a flexible and future-proof model to account for the fast and dynamic market developments.
Based on the new model, Visa wanted to develop a robust tracking program across markets around the globe with a comprehensive set of deliverables.
A multi-level process in search for best-fit solutions.
We started out by conducting a need-gap analysis for the previously used model as well as an extensive literature and market review to search of best-fit solutions.
In a subsequent global pilot study we tested 16 potential metrics and included a longitudinal component to analyze test-retest reliability of metrics. Resulting data was modeled to identify a parsimonious equity metric that included a rational and emotional component.
Building on the newly set up brand equity model, we established a tracking program to continuously measure performance of key drivers.
An equity metric informing high-level planning and marketing decisions.
The accompanying brand tracker spans across 45+ countries and ensures success monitoring of decision outcomes. Results have been used to create a set of audience-specific deliverables (including C-level) and a number of custom reports shared within the organisation.
.svg){kind=small}
.svg){kind=small}