The importance of brand equity in understanding sales

Brand metrics can help quantify the effects of advertising over the long term. But how might you explain an inverse relationship between brand equity and sales?

 

At the beginning of the COVID-19 pandemic, our local supermarket only had own-brand pasta sauce in stock. We bought some, ate it with pasta and, while I couldn’t really tell the difference, my wife insisted I never buy that brand again. We were able to purchase our favourite brand on our next purchase, and we continue to do so.

This article first appeared in Kantar.com on January 20, 2021.