brand equity

Overhead photograph of an open brand tracking report on a timber desk in natural light, with four thin-lined labels floating above the page naming a brand's name, trust signal, core segment and channel, one highlighted in red to suggest a single point of exposure.

 • 9 Oct 2026

How to Run a Brand Equity Stress Test

What to ask, how to isolate one asset from the rest, and what the results license you to do differently. Read More

brand tracking brand equity Research Methodology brand measurement brand equity stress test
Photograph of a single shopfront split down the middle, one half in a warm ornate heritage style with classic signage and the other in a cold flat modern style, illustrating the trade-off a brand faces when it changes its established identity for a new one.

 • 10 Jul 2026

Heritage or Hostage: The Rebrand Trade-Off

Every rebrand is a bet on which is the bigger asset, the equity you hold now or the audience you do not yet have. Read More

brand equity Brand Strategy brand measurement Defensive Visibility Segment Drift Name Equity Rebrand
Photograph of a single brightly coloured, trend-styled beauty product standing out as the hero on a plain mass-retail shelf surrounded by muted, ordinary packaged goods, suggesting a viral online brand newly arrived in mass retail where it does not yet belong.

 • 19 Jun 2026

The Shelf Test: When Viral Brands Meet Mass Retail

A brand built on algorithmic discovery and novelty has just landed on a mass-market shelf. Whether its equity survives the move is a Read More

brand health metrics brand equity Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement Defensive Visibility Elasticity Signals Segment Drift Brand Expansion Digitally Native Segmentation Retail Strategy
Photograph of a branding iron searing the word 'Name' in glowing molten letters into dark leather, with orange dollar signs rising in the smoke above it, suggesting a brand name carries real, measurable commercial value of its own.

 • 29 May 2026

Brand Name Equity: What Zip Paid to Keep a Word

When a brand name is a load-bearing commercial asset, the cost of losing it can exceed the cost of buying it back. Zip just proved the Read More

brand health metrics brand equity Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement strategic brand measurement Defensive Visibility Trust Penalty Switching Window
Shopper experiencing regret at over spending during the Black Friday sales

 • 1 Dec 2025

Black Friday's Dirty Secret: Fines, Regret and the Race to the Bottom

$6.8 billion. That's what the Australian Retailers Association forecast Australians would spend across the 2025 Black Friday sales, as Read More

brand research brand equity Black Friday Australia pricing strategy discount strategy
What is brand equity and how to measure it?

 • 6 Jul 2022

What is brand equity and how to measure it?

Brand equity is an important concept for businesses to understand and measure. It essentially refers to the value of a brand, and can Read More

brand equity Measuring Brand Equity Brand Loyalty and Awareness
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