Establishing Brand Value: How a Unified Brand Equity Score Helped Clarify Customer Perception
Client’s Industry: Compact Equipment Manufacturing
Client’s Challenge
As the client expanded its product portfolio, concerns emerged around declining product quality—particularly within a flagship line—which prompted questions about the broader impact on brand perception. Internally, marketing leaders were being asked to deliver a cohesive brand story using fragmented KPIs like NPS and awareness, while leadership pushed for a singular, strategic view of how customers perceive the brand. With quality under scrutiny and brand investments increasing, the organization needed a unified, data-driven assessment of brand equity to align teams and guide decisions.
Solution
Prime46 developed and deployed a comprehensive brand equity study to assess how the client’s brand was perceived across key customer segments. The blind survey captured feedback from both the client’s current customers and competitor equipment owners—split evenly between B2B and B2C—and applied a custom weighting model to generate a singular Brand Equity Score.
Key actions included:
- Designing a survey that combined legacy awareness tracking with new brand equity measures
- Fielding responses across four primary customer segments: construction, landscaping, industrial/material handling, and acreage-based consumers
- Capturing 400 completes, evenly balanced between brand owners and competitors
- Scoring across four brand equity pillars: Awareness, Quality, Association, and Loyalty
Results
The study delivered a clear benchmark for brand performance and revealed actionable insights across the business. The overall Brand Equity Score was 79, setting a foundational metric for future tracking.
Key takeaways:
- Strength in Quality (85) and Association (90) signaled strong functional and emotional brand connections
- Moderate Awareness (69) and Loyalty (70) pointed to opportunities in reach and re-engagement
- The brand outscored competitors in perceived quality and customer sentiment, but lagged in core traits like “tough” and “versatile”
Successes
This brand equity study marked a strategic turning point for the client’s marketing organization. By integrating previously siloed data and capturing feedback across the full customer journey, the company established a more holistic and repeatable framework for measuring brand health.
Impact included:
- A unified score to support executive reporting and year-over-year tracking
- Greater clarity into customer experience gaps post-purchase
- Improved alignment between brand messaging and audience perception
- Actionable data to inform quality messaging, loyalty initiatives, and future campaigns
Are your brand investments aligned with how customers actually perceive you? Prime46 helps companies translate perception into performance with custom brand equity solutions that clarify direction and build value.
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