SOURCE: Godfrey


April 20, 2009 12:43 ET

Godfrey Launches B-to-B Brand Equity Analyzer™

Developed With Decision Analyst, Tool Provides Actionable Roadmap for Strategic Brand Analysis and Planning

LANCASTER, PA--(Marketwire - April 20, 2009) - Godfrey, a leading business-to-business marketing communications agency, has launched its B-to-B Brand Equity Analyzer™ (BEA), a strategic tool to assess brand equity in a market and obtain actionable insight.

Developed jointly with Decision Analyst, a leading global marketing research company headquartered in Arlington, TX, the BEA provides business-to-business marketers with a tool to assess the strength of their company's brand relative to its competitors. Through the use of advanced analytics and modeling, the BEA equips senior managers with insight to make better strategic decisions that will drive business success.

"There are other tools and models to evaluate B-to-B brands, but we know of nothing like the Brand Equity Analyzer," said John Colias, vice president and director of the advanced analytics group at Decision Analyst. "Its sophisticated modeling capability allows marketers and senior managers to quickly see how specific actions they, or their competitors, take will make measurable, quantifiable changes in brand equity."

The BEA provides value measurements across all phases of the buying process, grouped into three main categories:

-- Exposure - awareness, familiarity and purchasing

-- Affinity - interest, satisfaction, recommendations

-- Preference - favorite brands, loyalty, explanations (why did I/why would I buy)

Sophisticated analytics and modeling techniques are used to simulate various business decisions -- such as product pricing changes or new service offerings -- so companies can quickly see the impact of these actions on brand equity vis-à-vis competitors.

"Especially in today's economy, senior managers are understandably impatient when it comes to long-range, time-consuming branding assessments," noted Curt Hitchcock, Godfrey executive vice president and lead on the branding initiative. "What actions will increase the strength and the use of our brand relative to our competitors is a key question. Executives are looking to marketing for actionable information on achieving both short-term sales goals and for making strategic decisions that will increase the value of the brand."

Hitchcock continued: "This is a not a quick-fix or general 'awareness' study. Rather, it's a strategic research tool that yields information and insights worthy of C-suite attention and can make brand management more accountable and measurable."

More information on the new B-to-B BEA tool is available at, including three downloadable "light papers" targeted to specific audiences (executive management, marketing management and researchers):

-- Why Should Executive Management Care About Brand Equity?

-- The B-to-B Marketer's Dilemma

-- Applying Advanced Analytics to B-to-B Branding Research

Godfrey also offers a variety of additional resources on the topic of B-to-B branding. For more information, visit or contact Curt Hitchcock at (717) 393-3831 or

About Godfrey

Godfrey is a full-service, integrated business-to-business marketing communications company. The agency offers research, strategic consulting, change communications management, brand management, advertising, public relations, interactive media and e-business solutions, lead management, measurement and the ability to implement cutting-edge technologies. For more information about the spectrum of services Godfrey offers, please visit the company Web site at

Contact Information

  • Editorial Contact:
    Chuck Manners
    Executive Vice President/Partner