Power of influence in the market
The more a brand is worth, the greater its “power” over the market — not just over its consumers. So measuring the level of influence is a way to indirectly track how much your brand is worth.
In this sense, it is necessary to identify the brand's international mailing list ability to influence market decisions in general. In fashion, for example, this can be measured by some trends.
Pantone's brand equity is greater because the company can define the colors and palettes for each year and season. Likewise, the clothing brands that dictate what will appear on the runways also have more value.
In other sectors, it may not be so easy to identify the influence on the pace of the market . Even so, it is worth doing an analysis to understand whether your business is a pioneer and makes competitors have to “run after it”. In the case of suppliers, achieving greater flexibility may indicate influence.
From a marketing perspective, it is worth conducting brand awareness research . The idea is to understand what your brand's share is and whether it is a reference in the market.
Perceived quality
It is not enough to produce quality items or provide quality services. The public must also see what your company is capable of offering. Therefore, it is necessary to understand what the perceived level of quality is .
One way to measure this is by conducting qualitative market research on your brand . You can set some values and ask how much your audience associates these terms with your business. You can also ask what are the first words your audience associates with your brand.
This makes it possible to better understand how the company is seen by customers, and whether this perception is aligned with the business’ values.
For example, Apple, which is one of the most valuable brands on the market, doesn’t always manage to beat its competitors when it comes to technical specifications. However, it is seen as an innovative, high-quality and pioneering company . All of this makes people pay premium prices — even if the actual quality is equivalent to other products.