What’s the purpose of measuring brand assets?

Measuring brand assets gives insight into what makes your brand distinctive in the customer’s mind. Different brands have different reasons to monitor brand assets, among others:

• Tracking campaign effects on important assets
• Learning which assets are most important for brand recognizability
• Learning which assets will benefit from broader usage or greater repetition
• Learning which assets unintentionally trigger competitor brands
• Testing new assets for the potential to enhance brand equity