How to calculate your Brand Equity Score:

The BES Calculator is a self-administered test. Please answer as  objectively as possible based on your brand’s history, not aspirations. 

It is best to utilize analysis of data across the recent history of your brand. This data analysis may come from focus groups, surveys, interviews, etc..

Alternatively, if you do not have data analysis to utilize when answering the following questions, you may use your best judgment – however this must be based on qualitative analysis rather than aspirational goals for the brand.