Brand Measurement & Tracking
What is our brand actually worth?
Quantify brand perception in economic terms. Know exactly what your brand is worth to customers, which associations drive that value, and where the growth opportunities are.
Discuss your projectWhen clients come to us for Brand Measurement & Tracking
- Your current brand tracker reports awareness numbers but can't tell you what they're worth in revenue
- You need to justify brand investment to a CFO who wants to see economic returns
- You're considering a rebrand or brand extension and need to quantify the risk
- Competitors are gaining share and you need to understand whether it's a product problem or a brand problem
- Your brand health metrics are trending up but sales aren't following, and you need to understand why
What you get
Consumer Surplus Value (CSV) analysis
The economic premium your brand commands, measured in dollars per customer.
Brand Density map
A visual representation of how customers associate your brand with specific attributes, and how those associations compare to competitors.
Segment-level brand valuation
How brand value varies across customer segments, revealing where brand investment delivers the highest return.
Competitive brand comparison
How your brand perception stacks up against key competitors on the dimensions that drive economic value.
Strategic recommendations
Specific actions to increase brand value, prioritized by potential economic impact.
How we do it
Our brand measurement approach uses two proprietary frameworks. Consumer Surplus Value (CSV) quantifies the economic premium customers are willing to pay because of your brand, separate from product features and price. Brand Density measures the richness and strength of brand associations in customer language, revealing not just whether people know your brand, but what they think about it and how strongly those associations are held.
We collect data through our proprietary research platform, which blends AI-moderated interviews with structured survey questions in a single study. Conversational data maps more closely to how brand associations are actually stored in the mind (as networks of connections), making it a superior data source for Brand Density analysis. The result tells you not just what people think about your brand, but what that perception is worth.
Both methodologies are grounded in peer-reviewed research published in Marketing Science, the Journal of Marketing Research, and the American Economic Journal. This matters because it means the findings are built on validated science, not proprietary black boxes.
Timeline and investment
Timeline: Most Brand Measurement engagements are completed in 2-3 weeks, from kickoff to final presentation.
Investment: Typical investment: $40,000-$100,000 for a one-time diagnostic, depending on the number of brands measured, segments analyzed, and markets included. Quarterly tracking retainers are available at $120,000-$300,000 per year.
A single-brand, single-market study sits at the lower end. Multi-brand competitive studies across several segments or geographies sit at the upper end. Clients who commit to annual tracking retainers receive a 10-15% discount compared to per-quarter pricing.
Common questions about Brand Measurement & Tracking
How is this different from a traditional brand tracker?
Traditional brand trackers measure awareness, consideration, and sentiment. Our approach measures the economic value of those perceptions. You get a dollar figure for what your brand is worth, not just a percentage for how many people recognize it.
What is Consumer Surplus Value?
Consumer Surplus Value (CSV) is a methodology that quantifies the premium customers are willing to pay because of brand perception alone, separate from product features and price. It links what people think about your brand directly to what they will pay.
How many respondents do we need?
A typical brand measurement study includes 300-600 respondents, depending on how many customer segments and competitor brands you need to analyze.
Can you measure our brand against competitors?
Yes. Most engagements include 3-5 competitor brands. The analysis shows how your brand perception compares on the specific dimensions that drive economic value in your category.
How often should we run this?
We recommend an initial deep study, then quarterly tracking to monitor changes. The quarterly retainer option provides ongoing measurement at a reduced per-study cost.
What does the deliverable look like?
You receive an executive report with your brand value quantified, a Brand Density map showing your association landscape, competitive comparisons, and specific recommendations for increasing brand value. We present findings live and answer questions.