Bank Brand Tracking: A large regional financial institution came to MDRG with a request for traditional image and advertising research. In the course of discussing the applications of the research, it became clear that there was a need for a more comprehensive research study that would actually tie the advertising and the image to a more important measure-the brand. The research followed MDRG's proprietary brand equity model in measuring the various dimensions of brand equity including brand position (awareness of the brand and the advertising), image effectiveness (the extent to which the advertising claim is distinct and important), brand loyalty and brand value. In addition, the model provides a single measure of brand effectiveness.
Telecommunications Brand Equity Tracker: A relatively new telephone company offering bundled telephone service including local and long distance service sought to gauge the effectiveness of its advertising in one of the markets in which it was beginning operations. Effectiveness would be gauged by the extent to which awareness of the client's brand increased over time and the extent to which consumers expressed interest in the concept. High concept interest in the clients product offering presented the client with an opportunity for expansion; though specific changes to the brand positioning would be necessary to build a recognizable brand image.