Revolutionising Brand Equity: Brand Value Creation for Market Leadership
Are you confident your brand is realising its full value, built on a deep understanding of the people it serves?
- Client
- Reckitt · Durex
- Setting
- In-house leadership, Reckitt
- Scope
- 60 markets
- Capability
- Brand equity measurement
Results at a glance
- 85+equity trackers harmonised into one system
- 60markets on one set of KPIs
- 92%brand trust rating for Durex
The challenge
Reckitt needed one way to measure brand equity that matched its purpose-led growth strategy.
More than 85 separate brand equity tracking programmes ran across 60 markets, each with its own frameworks and KPIs. The task was to bring them into a single global solution.
The approach
We created and rolled out Brand Value Creation (BVC), a programme that brings brand equity and brand purpose together across the portfolio. It had four objectives:
- Consistent KPIs across markets.
- Purpose built into equity tracking.
- Better insight through new analytical models.
- A methodology future-proofed through digital integration.
BVC was proven first on the global relaunch of Durex, linking brand purpose to consumer engagement across emotional and functional needs.
Results & impact
- Germany: Durex held a brand relationship score +33 points ahead of its closest competitor.
- Spain: a +30 point lead, driven by purpose-led messaging.
- US: after a difficult pack redesign and lower spend, brand value and perception improved once strategy and media spend were adjusted.
- A 92% brand trust rating, outperforming key competitors on 15 of 20 attributes including inclusivity, sustainability and quality.
BVC let Reckitt make purpose-aligned, data-driven decisions, and gave Durex targeted messaging and innovation tailored to local needs.
Results have been altered for confidentiality.
“Natalie is a very experienced researcher with a strong knowledge of how to ensure strategic insight plays a key role in decision making and how the right processes need to be embedded to achieve them.”