Uncovering affinities and brand equity by simply listening: An interest-based segmentation study

Marcello Sasso

Cardinal Health, an American healthcare services company, aimed to evaluate its brand equity and profiling of customers by conducting a segmentation study.

Introduction

Connecting one or more brands to the concepts of equity and assets radically changes the marketing function, enabling expansion beyond strategic tactics and gaining a seat at the executive table.

Each brand carries a baggage of inherent values that represent the link between company's mission and customers' expectations. These include:

  • Brand loyalty
  • Brand awareness
  • Brand associations, including perceived quality

A combination of customer segmentation and brand equity studies allow for answering two main questions:

  1. How well do you understand your existing customers and prospects?
  2. How well do they know and understand you?

When a company...

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