Equitor (Brand Equity)

Equitor (Brand Equity)

Equitor is a Plus 94 Research marketing decision model based on 22 Marketing Laws formulated by Ries and Trout. Equitor uses this decision model in formulating business cases based on strategies which conform to the laws to maximise their effectiveness.

Question Areas:

  • Law  1 – The Law of Leadership measures the brand that comes in first.
  • Law  2 – The Law of the Category measures the brand that sets a whole new way of looking at this product category.
  • Law  3 – The Law of the Mind looks at the brand that comes first to mind rather than first in the marketplace.
  • Law  4 – The Law of Perception assess which brand is seen to be the best.
  • Law  5 – The Law of Focus states that the business is clear and persistent in what it stands for.
  • Law  6 – The Law of Exclusivity asks if what the business stands for is uniquely different from other brands.
  • Law  7 – The Law of the Ladder states that although the brand is not number one, it is a serious challenger.
  • Law  8 – The Law of Duality assess if the business is one of the two leading brands of this product category.
  • Law  9 – The Law of the Opposite states that the business capitalises well on the weaknesses of its competitors.
  • Law 10 – The Law of Division assesses the businesses competitiveness in all the key divisions/segments of this product category.
  • Law 11 – The Law of Perspective asks if the business image has withstood the test of time.
  • Law 12 – The Law of Line Extension assesses the success of its line extensions and other versions of the brand.
  • Law 13 – The Law of Sacrifice questions if the brand is prepared to sacrifice something that is less important, in order to maximise something that is more important.
  • Law 14 – The Law of Attributes looks at the brand’s unique and attractive attributes.
  • Law 15 – The Law of Candor asks if it is an honest brand that does not claim to be perfect.
  • Law 16 – The Law of Singularity measures if the brand confuses the customer with too many messages.
  • Law 17 – The Law of Unpredictability measures if the business is well prepared for future uncertainties.
  • Law 18 – The Law of Success evaluates if success has led to arrogance.
  • Law 19 – The Law of Failure determines the brand’s ability to move on from past mistakes and failures.
  • Law 20 – The Law of Hype evaluates the hype surrounding the business in the media.
  • Law 21 – The Law of Acceleration measures the brand’s tradition and trend of success.
  • Law 22 – The Law of Resources determines if the brand has sufficient resources behind it to be successful.

Application of Product:

To develop Business Cases and Strategies for your brand which adheres to the laws of marketing to ensure robust market presence and ongoing success.