Many marketers think they know the answer to this question, but do they really? Odds are, you're missing opportunities to build your brand(s) by not leveraging their equities in the most efficient and effective manner possible. But you won't miss those opportunities if you use MAi's Equity Flow Model, which uncovers the real value of your brand and corporate equities.

MAi's Equity Flow model gives you a holistic assessment of how your brand(s) equities can be effectively leveraged:

• How strong are your brands' equities?
• Which brand equities bolster the equity of other brands? Which detract from them?
• What communication/advertising themes are most effective at building specific equities?
• How should you put them all together to strengthen your portfolio of brands?

How do we do it?

MAi's Equity Flow Model consists of three parts:

• Equity Measurement: Using a limited number of brand attribute ratings we derive a summary equity score for your brands/sub-brands/company. This measure serves as an important KPI for senior management when it comes to tracking brand health over time.
•  
• Flow Structure: Using these equity measures we build a system of simultaneous equations to help you understand how equity flows between your brands and sub-brands.
• Communication/Advertising Potential: Equities don't build themselves, so as a final component of our system MAi tests different communication themes to identify those which are most likely to build a particular brand's equity.

Understanding your brands' WHOLE equity profile is the only efficient way to allocate scarce marketing resources to specific areas where they are needed most. MAi's Equity Flow model allows you to do just that.