Pronaca brand mark, shown in the portfolio's two-tone palette. Source: company brand assets. Trademark belongs to its owner.
Every year the same questions go to the same kind of consumer, and every year the company knows, with one number, whether the brand got stronger. That is brand equity measurement as I ran it at Pronaca: a standard model, three annual waves, and decisions taken on the result — including renewing a sponsorship and responding to a crisis.
Pronaca brand mark, shown in the portfolio's two-tone palette. Source: company brand assets. Trademark belongs to its owner.
A brand tracker is only useful if the company agrees in advance what the numbers are allowed to mean — and then refuses to redefine them mid-meeting. Standard model, same waves, same questions.
In three years, in a category two national players were entering. Prompted recall rose too: the shelf got more crowded and the brand still came first.
Two flat years, then the step. That is what an endorsement brand and a corporate concept look like when they land.
Loyalty eroding into price sensitivity, 34% price-driven. The value-added lines were built against exactly this.
The tracker followed the industry-standard equity model, run with the research partner. The value of a standard model is not that it is clever. It is that nobody in the room can move the goalposts.
Spontaneous and prompted recall. The cheapest dimension to buy with media — and the fastest to decay.
Contributes most to equity. The one a content estate can move without a single advertisement.
Hardest to earn in a commodity category — which is exactly why the endorsement brand existed.
A national cooking-show sponsorship: 57% programme viewership, 74% sponsor recall — up from 52% three editions earlier — and 68–82% top-two-box across seven statements. That is a renewal argument, not a hunch.
A regulatory scare in one category: eight in ten had heard, 12% stopped buying, 60% would keep buying — and under half thought the company's response was adequate, mostly because they had not seen it. The last number was the brief.
Equity measurement earns its budget on the day it says something the plan did not want to hear — that loyalty is eroding, that the response was not seen — and the company acts on it anyway. A tracker that only ever confirms the plan is a tracker somebody has been editing.
Salient, meaningful, different — measured the same way, every wave.
Renew a sponsorship on a number; size a crisis before you answer it.
The tracker settles it — including when the news is bad.