Measure a Chennai snack brand’s equity

The decision

A millet snack attracts 60 of 100 shoppers in a branded choice test and 46 of 100 in a blind test. The product is identical. A separate tracking survey shows 35% unaided awareness but little association with school lunchboxes.

Does the brand have evidence for a premium lunchbox position?

Worked solution

Reveal the visual and solution

1. Calculate the 14 percentage point difference and check randomization, equal exposure and sample uncertainty. Separate awareness from relevant associations and willingness to pay.
2. Identify the genuine alternative buyers use for lunchboxes. Test the promise and a realistic price against that competitor. Measure incremental contribution, including the cost of brand support.
3. Build the position only if the association changes observed purchase and supports margin. Keep blind-product quality as a separate diagnostic.

Review the marketing concepts

• Brand Equity Models
• Brand Associations & Equity Valuation
• Brand Positioning Process
• Brand Equity & Awareness KPI Metrics