How often should I measure brand assets?

Depending on your research objective, you can measure brand asset strength once or multiple times.

One-time brand asset measurement

• You want to change brand identity and want to learn which assets should stay the same
• You are about to introduce new assets and want to test which ones will be most beneficial to your brand (i.e., have least competitive interference)
• You want to gain deeper insight on which assets are capable of effectively replacing the logo in creative ways, without hurting brand recognition
• Brand awareness doesn’t meet your expectations and you want to uncover the underlying weaknesses

Recurring brand asset monitoring

• You want to objectively measure campaign effects on brand asset strength
• You want to monitor your brand’s current standing within a competitive market in order to detect opportunities and pitfalls early on