‘AssetTrak’ Model

AssetTrak allows you to track and measure customer engagement
throughout the entire marketing strategy. It measures brand equity in
terms of:

Brand Extrinsics – the qualities of the brand defined by the
environment in which it operates and how it is seen to perform relatively.

Brand Intrinsics – the qualities of the brand internalized by
consumers as the brand’s perceived nature and relative personality.

These in turn subdivide into four dimensions
Brand Authority, Brand Franchise, Brand Rapport
and Brand Integrity. The analysis of each dimension
help you understand which of your brand’s asset
values is strongest or weakest, which needs further
investment and which just requires simple
maintenance.