Brand Equity Diagnostic
Understand your brand's perceived strengths, how much evidence supports those strengths, and where further investigation could create value.
Answer 21 statements across seven dimensions. Then evaluate the evidence behind your answers. Your results distinguish perceived brand equity from confidence in the assessment.
Time required: approximately 7–10 minutes.
First, rate each statement based on your current understanding. Use customer evidence where available, but don't confuse your own confidence in your business with customer perception.
Brand Equity Diagnostic
Your diagnostic
Dimension Breakdown
Equity scores reflect your ratings. Evidence confidence is scored separately. Neither measure independently establishes actual customer sentiment.
What the Results Suggest
Priority Opportunities
These are starting points for investigation, not definitive diagnoses. Validate them against real customer behavior before committing resources.
Methodology: The Brand Equity Index is a weighted, self-reported diagnostic. Evidence Confidence summarizes the stated strength of supporting evidence; it is not an independently audited measure or statistical confidence interval. The thresholds are practical interpretation guidelines, not validated industry benchmarks. This tool does not calculate the brand's financial value.