Brand Equity

The process of maintaining brand equity requires a division of labor: (1) the development of the brand itself, (2) the execution of what will become the brand experience and (3) the evolution of the brand. Continual measurement, and validation, and recalibration will broaden brand equity.

We embarked on the development of a Portland-based travel industry client's identity over 6 years ago and our discovery revealed attributes of Portland that continue to be valued by consumers today. It's reassuring that updated 2006 research continues to validate the future of the brand.

Check out a recent NY Times article that profiles Portland's highlights. In 36 hours, the journalist experienced in 2007 what we defined in 2000: Portland has had to work hard and do things differently to build a city worthy of their spectacular environment. The result is an enlightened balance between man and nature that offers a combination of natural vitality and urban livability unique in America.

Another recent accolade for Portland was recognition by The Food Network Awards 2007, as a culinary destination….something our client and our 2006 research confirm!

Armed with continual research and a commitment to operationally fulfilling every brand promise, we're pleased to see our client's measure of success includes testimonials like these!

How do you go about recalibrating and measuring your brand experience?

05.22.07 // 10:25am