Reveal, Measure, and Strengthen Brand Value Across Every Interaction
Command attention. Understand the forces that define brand equity—and turn them into drivers of growth. Vivaldi Group, a top global brand consultancy, empowers organizations to systematically reveal consumer perception, brand strengths and weaknesses across stakeholders, markets, and critical contexts such as M&A transactions.
At Vivaldi, we don’t just measure brand equity—we build it. Our unique perspective positions us not only as architects of individual brands but as stewards of entire brand systems. With decades of thought leadership, led by our CEO, Erich Joachimsthaler and our foundational work in Brand Leadership, we’ve redefined what it means to manage brand equity in today’s complex, dynamic landscape. We are the “House of Brand” for those who want to build brand equity that lasts – measurable, meaningful, and market-moving.
Understanding Brand Equity as a Strategic Lever
Vivaldi frames brand equity not as a static perception but as a living system of value. Drawing on proven models—such as Aaker’s four dimensions of brand equity (brand awareness, perceived quality, brand associations, and brand loyalty)—we redefine what it means to measure and activate equity.
- Brand Awareness: Vivaldi maps how and where customers recognize your brand, spotlighting gaps and unlocking pathways to greater visibility.
- Perceived Quality: We decode perceptions versus product reality, shaping messages that recalibrate how markets see your offerings.
- Brand Associations: Vivaldi identifies the emotional, functional, and cultural cues tied to your brand—and repositions them for relevance.
- Customer Loyalty: We measure loyalty through behavior, sentiment, and return patterns, then design brand experiences to deepen bonds.
Explore how we connect brand image and identity to perception, performance, and preference.
The Strategic Importance of Brand Equity
Vivaldi helps brands treat equity as more than goodwill—it’s a competitive asset and a sign of good brand equity. In mergers, global expansions, or new launches, brand equity:
- Sustains premium pricing and profitability
- Increases market share and sales volume
- Attracts loyal customers and reduces acquisition costs
As emphasized in Brand Leadership by Erich Joachimsthaler, Vivaldi’s Founder and CEO, strong brand equity supports pricing power, market credibility, and long-term business resilience. These strategic principles guide our client engagements.
Why Brand Equity Is More Important Than Ever
According to a 2025 Deloitte study, 75% of executives cite brand equity as essential to achieving pricing power and commercial differentiation. Vivaldi enables you to activate brand equity as a core business strategy, not just a marketing concern.
We design and deliver:
- Brand Equity Metrics tied to business strategy
- Customer Perceptions Maps linking emotion and action
- Growth-Linked KPIs aligning equity to business performance
Discover our brand-product portfolio strategy services to align architecture with equity goals.
Navigating Brand Equity in M&A and Corporate Change
Mergers and acquisitions can amplify or erode brand equity. Vivaldi’s experience with complex transactions ensures continuity, clarity, and consistency of brand meaning across transitions, leading to positive feelings among customers.
- Assessing and benchmarking brand value pre-deal
- Protecting equity during integration
- Realigning brand architecture post-merger for strategic clarity
Measuring and Building Brand Equity
Vivaldi’s proprietary Brand Equity Mapping model tracks performance across customer touchpoints. We:
- Measure Brand Equity via both quantitative metrics and qualitative insights
- Design systems to build brand equity through consistent marketing and innovation
- Benchmark your performance against market leaders
We transform perception into power.
Customer-Centered Brand Equity
Modern brand equity is co-created. Vivaldi uses customer insights to reveal how brand meaning emerges through experiences. Our tools capture brand relevance, positive associations, emotional connection, and behavioral outcomes across:
- Digital ecosystems
- Physical touchpoints
- Internal employee advocacy
Explore our customer journey mapping to see equity in motion.
Driving Positive Brand Equity
Vivaldi works to elevate brand perception and trust. Whether you seek to counter negative brand equity or expand positive brand associations, we provide action plans that realign experience and expectation.
- Shift from transactional to experiential
- Design storytelling around authentic brand meaning
- Address weak points in the marketing mix
Building Long-Term Brand Loyalty
Loyalty doesn’t happen by chance. Vivaldi designs customer experiences that foster loyal customers, support repeat purchases, and drive enduring emotional bonds.
Our brand innovation & experience capabilities deliver end-to-end loyalty strategies.
Activating Brand Equity Through Marketing
Through Vivaldi’s marketing transformation, we turn strategy into momentum. We focus on:
- Campaign development that increases brand recognition and resonance
- Marketing strategies that align brand equity with customer satisfaction
- Cross-platform storytelling that builds brand knowledge
Linking Brand Equity to Financial Performance
Brand equity creates real financial results. Vivaldi measures how brand actions correlate to firm value and shareholder value, including financial metrics:
- Profit margins from price premium
- Increased sales volume
- Tangible and intangible brand assets
Our work helps companies pay attention to how customers associate brand experiences with outcomes.
Aligning Internal Teams to Deliver Equity
Brand equity begins inside. Vivaldi leads internal brand engagement programs to unlock intangible value:
- Align teams around shared values and promises
- Build internal commitment to equity growth
- Equip employees with messaging tools
Connect to our organizational enablement experts.
Examples of Brand Equity Done Right
Vivaldi Group partners with global and emerging brands to build equity across markets. Some of the most admired companies achieve consistent equity through:
- Emotional storytelling and consistent brand identity
- Focused positioning and platform innovation
- Active management of brand assets
From startups to multinationals, our work creates iconic, high brand equity players. Vivaldi Group is the expert in strategic brand management.
Managing Brand Equity as a System
Vivaldi views brand equity as a dynamic system. Our tools and processes allow for:
- Continuous monitoring of overall brand health
- Real-time adjustment of brand activation strategies
- Integration with CRM and loyalty systems
This is strategic brand management built for the complexity of 21st century.
Brand Equity Strategy Led by Thought Leadership
Erich Joachimsthaler, Founder and CEO of Vivaldi, is one of the world’s most respected voices in brand leadership. His books Brand Leadership and Hidden in Plain Sight have become cornerstones for modern brand strategy.
His insights inform our proprietary models and consulting frameworks—giving clients not just theory, but real tools for market impact.
Ready to Build Brand Equity That Performs?
Your brand deserves to be more than visible—it deserves to be vital. Vivaldi is the partner of choice for brands ready to grow, protect, and activate equity across their ecosystem.
Contact us to explore how we can tailor a brand equity strategy that supports your ambition.
