Touching the "Intangibles" - One of the difficulties of measuring brand equity is in agreeing on the terms of measurement. While BrandSequencing does not claim to provide an elaborate system of brand equity measurement, it does quantify customer feedback when rating competing brand attributes. These ratings, in combination with the "qualitative" anecdotal evidence gathered in Brand Interviews, provide a compelling and tangible snapshot of Brand DNA and competitive positioning, the most important parts of brand equity.

Having a dependable measurement of brand equity has a number of strategic advantages in:

• Protecting the price premiums customers pay for your brand over competing brands
• Directing marketing communications to build on the strengths of your brand equity
• Creating a new product category, rather than competing in an existing one
• Introducing new products and services
• Defending current market share and winning new share

An Emerging Measure of Value - Companies are increasingly applying measures of financial value to their brands. According to the American Productivity and Quality Center:

"Alongside a list of hard assets such as inventory, real estate, and machinery, the value of an organization is increasingly determined by intangible assets such as brands, intellectual capital, and human capital. Brands in particular are viewed as strategic drivers of income generation and shareholder value. And brands have the singular capacity to create value for the brand owner, its customers, its employees, and its shareholders."