BrandPath is MarketView's brand extension and new category equity evaluator.

If you are challenged with identifying the categories to expand your branded efforts and/or want to know if your potential acquisition/licensing candidate is a better path, then MarketView's BrandPath is right for you.

Specifically designed to identify the categories with the strongest upside potential for your efforts, BrandPath will:

• Determine current category association levels.
  • Which categories do consumers believe the brand currently operates in?
• Determine extendibility potential.
  • What categories do consumers "license" the brand to extend to?
  • What is the hierarchy of potential category extensions?
• Determine the strength of the potential extensions.
  • Do consumers see the brand as being best-in-class, above average, average, etc.?
• Provide insights into how consumers perceive your brand vs. other leading brands in the category on "higher order" dimensions of brand trust, quality, innovativeness, etc.
  • How do the equities associated with the brand differ by category?
  • How do the equities attributed to the brand stack up vs. key category competitors the category?
• Provide data views among the general population as well as via different consumer segments (category buyers, lapsed buyers, etc.).

The BrandPath survey is designed to be logo-based and it is extremely flexible when it comes to the breadth of categories it can handle… and it incorporates fully customizable evaluative scales… as well as other diagnostics that can differ by category. All tailored for you, your brand, your potential acquisitions and your organization.

So give us the brands and the categories you think you can compete in and let BrandPath and MarketView work for you.

Questions? Email us: Tools@mvrg.com