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Brand equity research services and capabilities

Tapping into customer perception uncovers goldmines of insights into your brand equity. NewtonX brand equity research delves into the intricacies of each relevant factor by asking the right people the right questions for your business. 

Shifting your brand’s perception and performance against competitors is based on analyzing its tangible and intangible value. NewtonX brand equity research involves the right combination of techniques to give you custom findings about aided and unaided awareness of your brand, attitude and associations. This extends to insights about perception of your competitors and consumers’ likelihood to recommend your brand to other people. You get reliable data about how consumers think and feel about your brand, product or service.

Analysis of your brand equity research gives you a solid foundation to fully optimize your brand. You can see where clients meet positive and negative experiences with your brand, strategize on your positioning, and track perception over time. 

Using NewtonX research intelligence to monitor your brand equity keeps you ahead of any issues, helps you understand buyer behaviour, and nurture loyalty. Strengthening your brand equity boosts sales, adds a premium price, tag and increases your larger profit margin. All this by asking the right people what they think and feel about your brand, in the right way.

Brand awareness

Usage & attitude

Brand tracking

Customer loyalty

Net promoter score

Brand sentiment & health

Brand equity research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only brand equity research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

What is brand equity research

why is b2b market research important

What are the advantages of brand equity research

customer retention survey questions

Metrics For Brand Equity Measurement

At NewtonX, we recognize the significance of tracking the right metrics to measure brand equity accurately. Our brand equity research solutions leverage advanced methodologies and a vast network of industry professionals to provide you with comprehensive insights. Partnering with NewtonX ensures that you have the tools and expertise to optimize your brand equity and drive meaningful growth. Here are a few set of metrics brand’s need to be tracking for measuring brand equity:

Financial Aspects

One approach is to examine the financial aspects of your brand, which encompass metrics like market share, price sensitivity, profitability, revenues, and growth rate. These metrics directly reflect the strength of your brand equity, and by diligently tracking them, you can indirectly gauge the health of your brand equity.

Brand Strength

Another set of metrics focuses on the strength of your brand equity. These metrics include customer loyalty rates, brand awareness, accessibility, retention, licensing potential, and buzz. In today’s digital era, social media platforms offer unparalleled opportunities for data gathering. Leveraging this technology allows companies to measure their brand equity by quantifying who is talking about their brand and what is being said.

Consumer Sentiment

The third category of metrics revolves around consumer sentiment, where brand equity surveys play a crucial role. These surveys enable you to assess metrics such as brand relevance, emotional connections, differentiators, value, and perceptions. Understanding brand equity through consumer sentiment is vital because it is ultimately consumers who drive brand equity, not companies.

Want to see how NewtonX can help you?


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Building your B2B brand strategy on solid data

Create a B2B brand strategy on a solid knowledge foundation and make data-informed choices as you build brand value.

Take it from the world’s leading companies

I love working with the crew at NewtonX. I very much value the great partnership we have had with our engagements—a true extension of our MSFT team!

Senior Research Program Manager, Microsoft

NewtonX’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions.

Jason Talwar Headshot
Jason Talwar
Salesforce Strategic Research, Principal Strategist

A huge thank you to NewtonX for delivering on their commitment to excellence and being great partners. Dreamforce 2022 was our best year yet. We heard positive feedback on the quality of research participants and the tailored content has been viewed by millions of people across our industry.

michelle mere
Michelle Mere
Salesforce Senior Director of Customer and Market Insights