Cheat sheet
Choose an equity model appropriate to the decision.
What to check first
Separate awareness, perceived quality, associations and loyalty.
How to make the call
Use the incremental effect to guide positioning and store investment.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Bengaluru coffee chain is debating whether a price premium reflects its brand or locations.
Reveal the step-by-step solution
- Diagnose the problem.
Separate awareness, perceived quality, associations and loyalty.
- Work through the evidence.
Compare choice and willingness to pay for equivalent blinded and branded offers. Control for location and convenience.
- Recommend and validate.
Use the incremental effect to guide positioning and store investment.
More Indian cases
Interview question
How would you use brand equity models to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Compare choice and willingness to pay for equivalent blinded and branded offers. Control for location and convenience. Use the incremental effect to guide positioning and store investment.