Brand EAR (Equity at Retail)

Brand EAR (Equity at Retail)

AiM’s data driven Brand EAR (Equity at Retail) measures how strongly shoppers value your product.

A key driver for FMCG Brands is their ‘Equity’

A key driver for FMCG Brands is their ‘Equity’

Strong Brand Equity = Price Premium :
“Price Premium may be the best single measure of Brand Equity” – David A. Aaker (Marketing Professor / Guru)

AiM offer a Freemium level of analysis via our consultants. The FREE level includes the Brand EAR measurement (to see where branding investment is required) and our top level ‘Insights’ results which shows you your potential Profit Pool and Volume gains if you optimise your pricing at the current Brand Equity levels.

AiM’s data driven Brand EAR (Equity at Retail) measures how strongly shoppers value a product.

Effectively it is a data-derived score indicating how purchasers of each SKU value it, and if that is improving or falling.

 

A stronger Equity than competitors can mean :

  • More volume potential.
  • Take a price premium.
  • Higher promotion uplift.
  • Higher profit/ROI.

This statistical measurement gives an early warning of shoppers changing their views on your product and allows you to establish and fix the problem earlier.

At this level we also run an overview of the Total Profit Pool and Volume impacts from optimising all your pricing.

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Make your FMCG commercial planning easier, faster, more accurate and profitable with AiM’s on-line Optimiser platform.

Make your FMCG commercial planning easier, faster, more accurate and profitable with AiM’s on-line Optimiser platform.

Not got the resources to use the tools internally?

Not got the resources to use the tools internally?

No problem. AiM can deliver full information reports to you until you are ready to embed using the platform in your planning processes to ensure you get the insights and benefits from dayone.