While conducting a brand health tracking study, we looked at various brand equity models that would provide a holistic perspective on the brand. But we didn’t come across any. So we set about creating our own brand equity index, which takes into account not just the awareness & favourite brand, but also its familiarity & linkage on key brand association attributes. We came up with a crisp solution, which while providing the client with a ONE NUMBER read, also retains the competitive context and comparability.