The brand name is one of the best assets of an established company. This type of study measures the value of a brand. Brand equity research can help you build your brand; or if it is already strong, it can tell how it can best be used to increase profits or create new products through line extension opportunities.

• How strong an asset is our brand?
• Can we use our brand to enter new product markets?
• Can our brand be used to introduce product extensions?
• Will our brand name attract customers in other markets?

A company wanted to make sure that as it built brand awareness, it also built sales. By tracking awareness and future purchase intent over several quarters, company management assured itself that it was transforming increased awareness into market share gains.

Another important analysis associated with awareness monitoring for this company was measuring its increased advertising expenditures compared with those of principal competitors in order to produce a "share of voice." By comparing awareness and purchase intent gains to share of voice, the company determined its return on increased advertising expenditures.