Brand Equity Study. - Divergent Insights

Brand Equity Study.

Brand Equity Study.

Business Situation:


  • Understanding group of services offered under one brand – associations to gather brand perception and value in consumer’s mind.


Finding Facts:


  • Attributes and strong associations with the parent brand.
  • Identifying various services offered by the bank and a perceived hierarchy in consumers mind.
  • Identifying key brand values and associations.
  • Diagnosing brand imagery.


Solutions Suggested:


  • Helping the client identify current ‘brand archetype’ and to unearth reasons for the same.
  • Enable the client to envisage other archetypes which can be developed to make the brand grow out stronger in customer association for brand resonance and brand salience.




  • Improvement in marketing activities for the parent brand and group branding.