A brand exists in the mind of the consumer; it is intangible, but its value is not impossible to measure, nor impossible to build. The Modellers measure all aspects of brand preferences in a way that allows us to not only understand both rational and emotional perceptions, but to also map the value captured in those perceptions down to the product/service level. A branding study with The Modellers allows you to actively and accurately improve the performance of your brand. Our Brand Equity IDT, built on sophisticated models of equity, allows you to explore the “what if” implications of changes to drivers of brand perceptions and performance on brand value and consumer preference.

David Aaker, in his book Building Strong Brands, defines Brand Equity as “A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service.”

A brand is built through the total experience it offers. The Modellers measure critical aspects of the total experience, then make it concrete.