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Brand equity: The missing KPI in your media plan

  • Exverus Staff
  • Sep 9
  • 2 min read

Marketers already know the importance of brand equity. We'll help you explain it to the CFO.


woman holding papers at wooden desk
Escape the short-term trap and build long-term value without sacrificing performance.

Key Facts:

  • Brand health is often overlooked because it's harder to measure than ROAS.

  • Brand equity drives pricing power, loyalty, and long-term market share.

  • Good media strategies include multiple brand and performance metrics.

  • Tools like Kantar, DISQO, Nielsen, and Keen can help measure brand growth.


Can we agree to stop treating brand equity and ROAS like they’re opposing forces? 

 

They’re not! 

 

In fact, the healthiest media plans do both: deliver short-term performance and long-term brand growth.

 

The problem is measurement -- ROAS is easy to measure; brand equity is harder. So, most marketers skew short-term because it’s most defensible. 

 

But brand equity drives pricing power, loyalty, and long-term market share — the stuff CFOs actually care about (even if they don't ask for it by name).

 

Modern media strategies should bridge the gap. That means building plans that include brand KPIs from the start like:


  • brand lift studies

  • unaided awareness tracking

  • share of voice, and even

  • creative quality scores

 

Because here’s the cold truth: Brands that under-invest in equity get stuck in a performance trap. They pay more for each sale, fight harder to stay relevant, and plateau faster.

 

Let’s raise the bar: Your media plan should be your brand’s most consistent builder of equity and revenue.

 

Actionable Insight: Add brand lift measurement (via platforms like Kantar, DISQO, Nielsen or others) to your next campaign and use it to calibrate future budget allocation.


And if you need hard data proving this to your CFO, we've got you:


tablet and mobile phone displaying report on brand equity

Download a free copy of our "Brand equity multiplies performance" report below!


What you'll learn (FAQs):

  • What is brand equity, and why does it matter as a media KPI?

  • Why does brand equity get overlooked in media plans?

  • How can I measure brand equity's impact on sales?

  • How do I integrate brand equity into my paid media strategies?



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