Question

Topic: Branding

How Much To Budget For Brand Equity Survey?

Posted by markp on 4/3/2014 at 3:18 PM ET 250 Points
In an acquisition situation, when one is not yet intimately familiar with the competitive landscape, what is a cost effective way to get a ranking or comparison of a subject company's brand strength or brand preference ranking relative to other brands in that space? (primarily niche hobbyist consumers)

I can get a qualitative "feel" from existing reviews, articles and posts. But in a negotiation over values of a company (and its "goodwill/brand equity") I'd like some statistically valid quantitative results to back up my negotiating position.

What are the recommended ways for a small company to pursue this and what should one budget to have this done?

Thanks!
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RESPONSES

  • Posted by mgoodman on 4/3/2014 at 7:18 PM Accepted
    This requires a savvy and experienced market research professional AND a brand strategist familiar with valuation of a brand. It's a highly specialized niche. Generally speaking there's an inverse relationship between the risk of a wrong, or misleading, answer and the cost of the research.

    I have one person in mind who might be able to help you. Contact me using the email address in my profile if you want a referral.
  • Posted by Gary Bloomer on 4/3/2014 at 9:02 PM Accepted
    I defer to Michael on this point: he's the best qualified to help you.
    Take him up on his generous offer without delay.
  • Posted by markp on 4/4/2014 at 3:28 PM Author
    Already have, thanks!

    Mark
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