Actûrus Creates Brandvantage Brand Equity Tool

In the US, insights consultancy Actûrus has launched a tool called Brandvantage, which incorporates consumer attitudes and behavior data to enable brands to measure equity at the 'occasion' level.

Brandvantage uses both attitudinal and behavioural information to help understand brand relationships. This includes analyzing how familiar consumers are with brands, why a brand is more desirable than its competitors, and whether a brand comes to mind more easily than its competitors / is 'easier to choose'. Combining these three elements helps produce brands that are more culturally and contextually relevant, according to the firm.

Company President Doug Guion (pictured) comments: 'The goal of Brandvantage is to put you closer to the drivers of change that help your brand grow. This solution moves clients away from traditional high-level, broad average equity thinking and allows them to understand the context of occasions and how to influence behavior within'.

Web site: www.acturus.com .