Brand equity market research helps you make better, more informed decisions about
your brand and business portfolio. It identifies product benefits that are important to your key
market segments, and it reveals how your brand is performing on these attributes-in context of your
competition and other marketplace dynamics.
We think of brand equity as the added revenue your product captures over competitive
alternatives with the same attributes. This value hinges on the brand's identity in the market—its
physical characteristics, its real and perceived benefits, and the feelings and related imagery
In the healthcare industry, patients, physicians, and managed care organizations are
the primary decision-making groups driving prescription behavior. Each has a specific set of needs
and makes choices based on how well a product meets these needs. Your brand's performance relies
heavily on the complex interaction of these groups and its ability to address current priorities.
Brand equity market research will give you critical insight to what motivates key
decision-makers to choose your brand over another. By monitoring these drivers over time, you can
adjust promotional campaigns and other branding tactics to retain your competitive advantage. This
research will also help you assess performance, manage resources, and identify opportunities for
brand extensions. For these reasons and more, brand equity research is often a rewarding investment.
Access the resources on this page to better understand and approach brand equity market research.