Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flows customer loyalty and profits. The rewards of having a strong brand are clear. The problem is, few managers are able to step back and assess their brand’s particular strengths and weaknesses objectively. Most have a good sense of one or two areas in which their brand may excel or may need help. But if pressed, many (understandably) would find it difficult even to identify all of the factors they should be considering. When you’re immersed in the day-to-day management of a brand, it’s not easy to keep in perspective all the parts that affect the whole.

VScope identifies the key characteristics that the brands need and helps the marketer construct a brand report card in a systematic way,  for managers to think about how to grade their brand’s performance for each of those characteristics. The report card can help you identify areas that need improvement, recognise areas in which your brand is strong, and learn more about how your particular brand is configured. Constructing similar report cards for your competitors can give you a clearer picture of their strengths and weaknesses. One caveat: Identifying weak spots for your brand doesn’t necessarily mean identifying areas that need more attention. Decisions that might seem straightforward—“We haven’t paid much attention to innovation; let’s direct more resources toward R&D”—can sometimes prove to be serious mistakes if they undermine another characteristic that customers value more.

Post Image

Story of how value brands have transformed the UK clothing market

The UK clothing industry has three markets: the value market, the middle market, and the premium market. Unlike India which is clearly value market driven; the middle market remains the largest market in the UK. However, the value market and the premium market have been increasing their market share at the expense of the middle market in recent years
Learn More
Post Image

What does it take to build a brand?

Worldwide, companies and economies have realized the importance of intangible assets, as they offer a stronger bulwark against competition, compared to tangible assets which are more easily replicable. The brand has always been more than a product
Learn More

Renewed Vision – Turnaround Business Strategy

In 3.5 years since starting its operations in India, Vision Express had rolled out 167 stores across 26 cities with Bangalore, Mumbai, Chennai, Hyderabad, and Delhi accounting for 100 stores. This expansion was supported by aggressive advertisements and promotions. However, the business performed below par vis-a-vis the expectations. Vision Express approached Vertebrand to develop a 3-year business and brand strategy to enhance average sales per store by increasing customer walk-ins, conversion rates as well as higher realization per customer.

Check out our other products

Entropy Encode