In today’s customer-driven economy, the strongest brands don’t just win attention – they earn trust. In business, trust translates into market share, resilience and sustained growth.
That’s why brand equity has moved from being a vague marketing concept to one of the most important signals for real-time decision-making.
Why brand equity drives long-term value
For years, marketers relied on short-term metrics like click-through rates or quarterly sales. These are useful for shorter term optimization but limited. They rarely captured the bigger picture:
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- How brands build loyalty
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- Why they command premium pricing
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- How they deliver long-term shareholder value
Continuous brand equity monitoring fills that gap. It reflects how consumers perceive and value a brand, directly influencing:
For decision-makers, this means brand equity can no longer be a background measure – it’s the backbone of smart marketing strategy.
Brand equity monitoring for campaign activation
i-Genie recently worked with a client in the Vitamin, Mineral and Supplement (VMS) space to evaluate a marketing campaign. While the campaign was delivering on traditional metrics like Return on Ad Spend (ROAS), the client noticed their brand equity score was declining. i-Genie helped them pinpoint the issue: a drop in the brand’s sense of Trust.
Using highly tuned LLM classifications and summaries of recent social and review posts, the client could compare consumer sentiments to the last 12 months to see subtle changes in how their campaigns were changing long-term brand perception and what exactly consumers were saying. Armed with these insights, they were able to adjust their messaging in time to prevent long-term damage to the brand.
Brand equity monitoring for pricing and promotional strategy
Managing promotion and pricing strategy has never been more challenging given economic uncertainty, rapidly shifting tariff policies and coming off a period of higher inflation. As a result, it’s more important than ever to manage consumer perception of your premiumness/value equation.
With Brand Equity Pulse, you get to see premiumness/value as a dedicated dimension of your brand equity score. You can dig into specific verbatims of what consumers are saying or view which of your competitors are most effective in their pricing strategies. Are there tactics you can copy or pitfalls to avoid? Is there an opportunity to strike a dagger into the heart of a key competitor?
For example, in the US skincare market, the brands with the greatest erosion in premiumness/value are Bare Republic, Drunk Elephant, Ren, Dove and Cetaphil, while the greatest gainers are EOS, Skinceuticals and Native.
From insight to action – digging into brand equity with Presto
With your consumer insights agent, Presto, you can dig into the why. See the above screenshots for the output on why EOS is driving higher Premiumness and a separate report on why Bare Republic is struggling with it. Now you can go from the “What” to the “So What” to the “Now What” in seconds.
Let’s show you what this looks like in real-time for Drunk Elephant with Presto:
Now there is a FASTER, better and cheaper way
Traditional brand equity tracking methods of surveys, focus groups and manual analysis are being eclipsed as they are slow, expensive, limited in scope and often outdated by the time results are in.
Today’s AI driven reality looks very different:
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- Customers generate data continuously across digital interactions, purchases and social channels
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- AI, ML and big data allow us to process this information at scale
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- Real-time insights empower marketers to adapt faster than ever before
This evolution requires a modern approach to brand tracking and that’s where AI-powered platforms like i-Genie can help.
The future of decision-making
Built for the AI era, i-Genie products like Brand Equity Pulse represent a fundamental leap forward in brand tracking:
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- More comprehensive: captures far more feedback than limited surveys, tracks all competitors, not just a few and analyzes seven key pillars of brand performance instead of the usual three. It also provides two years of historical data instantly and uses AI to surface the insights that matter most
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- Faster: monitors brand equity in near real-time, combines social and review data and spots competitive threats early so you act before they escalate
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- More cost-effective: costs a fraction of traditional surveys, provides every brand manager access under one fixed price and includes Presto, our agentic consumer insights AI, for instant, self-serve insights
This is the future of decision-making. Marketing is moving from traditional practices to AI-driven intelligence and the brands that thrive will be those that treat brand equity as a decision-making signal. Paired with modern AI-powered solutions like Brand Equity Pulse, this approach will enable brands to act faster, adapt smarter and drive lasting growth.
