Greater brand equity corresponds to higher baseline sales - those that occur "naturally", without current marketing stimulus. Brands with greater equity are also able to charge higher prices and have higher return-on-marketing-investment relative to lesser brands.
There is no uniform way for measuring brand equity, but rather there is a number of proxy metrics that companies use depending on their operation and resources"
Search trends - the number of Google searches for the brand name, or share of the brand searches among the industry. InContekst connects with Google programmatically and reports on these metrics.
Social mentions - the number of brand references on the web and in social media. The system listens to social media, discovers and reports mentions, their trends, and the channels and authors involved.
Brand perception - companies often conduct surveys gauging audience awareness and their attitude towards the brands. InContekst helps you store, access, and analyse this data.
In addition to providing a convenient way of tracking brand equity metrics, the system can correlate their changes with advertising and other promotions, helping you calculate the long-term effects of marketing.