In the ever-evolving landscape of brand strategy, Byron Sharp's theories of brand salience and availability have become guiding lights for marketers. Understanding the crucial interplay between these elements is key to crafting a brand that stands out and remains top-of-mind. At Purdie Pascoe, we have built our own Brand Equity Model, based on Byron Sharp’s marketing science.

So, we now have our key brand metrics and understand which channels are preferred by our customers. But how do we turn this information into an action plan?

In brand equity research, stated importance is often used as the key measure of importance. Survey questions ask respondents to rank or rate attributes, providing researchers with direct, explicit data. While this approach provides a simple and cost-effective measure of importance, it suffers from inherent limitations.