BUSINESS CHALLENGE: A leading automobile manufacturer wanted to investigate relationship between brand equity and growth in “core” sales and measure the long term effect of brand equity

APPROACH: Integrated brand equity survey data in a marketing mix model to identify sales driven by brand equity. Developed a second-stage model with brand equity driven sales as a function of top of mind awareness and living standards factors

BUSINESS IMPACT: Isolated the impact of brand equity on sales and provided client deeper insights into the health of their brands.