Equity MCT
There are few single platform media left in the world. Newspaper and magazine publishers are pushing their content, not only through traditional print media, but via their web sites, mobile devices, video platforms, events, merchandise and much more. Television programmes can, increasingly, be accessed, stored and shared on-line and via a multiplicity of mobile and other technology platforms.
Technology corporations have also ventured outside of their traditional core businesses. Convergence amongst software, hardware, telecoms, entertainment and internet services companies has accelerated.
As a result, content owners and distributors must increasingly think of their companies and products as brands as they move into less familiar territory.
Media brand owners, for example, need to understand how this equity is manifested through the different distribution platforms in order to best exploit its value; but also to compare themselves with competitor brands and to help develop positioning for new brands or brand extensions.
Technology brands need to understand how well their brand identities can be transported across business categories.
EquityMCT defines brand equity in terms of four core 'pillars' – presence, delivery, relevance and distinction. These are calibrated through six simple survey measures that have proven their validity across a diverse range of product categories and territories.
From this, we are not only able to deliver a brand 'health check' for companies operating in the fast-changing and converging media and technology sectors, but also to help develop an agenda for driving the brand forward.