Brand equity and the bottom line

Peter Walsh and Helen Fearn

This article describes the Millward Brown approach to brand equity measurement. The BRANDZTM ranking combines publicly available financial data with world-wide survey data showing the degree of relationship brands have with consumers.

Brand equity and the bottom line

Peter Walshe and Helen Fearn

Gaining unfair advantage over other brands, through entirely legitimate means, is much more valuable than plodding along equitably. The equity of a brand is its (unfair) advantage.

Only through having a great relationship with the consumer target can a brand create advantage. This advantage may be based on sound business basics, good company ethics, a product that delivers a truly excellent experience, a clear or unique positioning associated with the brand, ideally with interesting and relevant communications. But, ultimately, that advantage has to be financial.

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