BERA: Find Love.

The Largest Brand Equity Assessment
Platform In The World

Brands Live in a New Era
It's About Relationships

It's about building brand love, sustaining brand love and resurrecting brand love

1 MILLION
RESPONDENTS
UP TO
87
COUNTRIES
200
CATEGORIES
4,000+
BRANDS
SCORE
POSITION
SCORE
POSITION
SCORE
POSITION
SCORE
POSITION
SCORE
POSITION
SCORE
POSITION
HARNESS THE POWER OF BERA
SCROLL

96% of most loved brands in BERA
outperformed the S&P 500
in the last record setting year

How it Works

See How BERA Measures, Manages and Maximizes Love Between Consumers and Brands

Define the Relationship,
Understand Your Position

BRAND
 
BERA SCORE
 
POSITION
 
100
75
50
25
0
NEW DATING LOVE BOREDOM DIVORCE
NEW

At this early phase, an introduction has been established between a consumer and a brand, and typically the acquaintance relationship will remain without further development. If the consumer and the brand hit it off they may decide to take the next step; however 9 out of 10 brands never get past the "NEW" stage. This phase is costly as brands typically underestimate the costs of breaking through the clutter, building awareness, bringing products and services to market, and gaining mind share amongst their customers. Money is not flowing in, but expenses are high.

DATING

During "DATING", the consumer begins to trust and care about the brand. A sense of intimacy has begun and consumer preference, meaningful relationships, and competitive uniqueness are all growing. Compatibility and clarifying factors (like common background and goals) will influence whether or not the nurturing of the relationship will occur. While great risks remain, valuations begin to increase as the brand's promise becomes more evident. Market value grows as the brand's perceived future value and consumer relationships blossom. Often, competition becomes fierce and the race to gain market share through innovation and marketing can become expensive.

LOVE

Being at "LOVE" has many benefits. It is generally a long, relatively stable period when continued growth and development will occur. When a brand achieves "love", its intangible value, operating margins, EBITDA and loyalty are maximized. Brands in this stage can support their current and drive future market share. This relationship must be maintained - brands can become complacent while others enter the brandsphere and present competitive challenges. Here, brands can command a premium price, maximizing both their revenues and profitability, including the ability to expand into adjacent categories, markets, and constituencies.

BOREDOM

Brands at "BOREDOM" tend to show early signs of trouble. Consumer resentment and dissatisfaction may surface, and brand promiscuity can settle in. Loss of trust and betrayals may take place as the downward spiral continues. Here, brands are often focused on short-term objectives at the cost of building future growth. Innovation tends to be minimal, and the negative impact to a company's finances is significant. Margins erode as pressure to reduce pricing sets in, and brands may no longer command a premium as market value sinks.

DIVORCE

This final stage marks the end of the relationship, with the consumer choosing to dissociate completely from the brand. At "DIVORCE", brands are irrelevant, having no equity, competitive uniqueness, or intimacy with customers. The financial implications of being at "divorce" are severe, with extremely low market valuations and eradicated margins. The costs to rebuild consumer confidence at this stage are often greater than those of a startup.

BERA Measures and Compares Your
Brand's Position Over Time Against Other Brands

TESLA

NETFLIX

TIGER WOODS

Measure, Manage, Maximize

The Three Pillars of Advanced Brand Management

MEASURE

Current brand positioning/opportunities & vulnerabilities.

Brand equity both within category and category agnostically across national brandscape - 200 categories, weekly.

Stage of development across the relationship cycle.

Portfolio and relationship between sub-brand and parent brand.

Size and profile of engagement segments.

Brand Balance Ratio (BBR)

Talk/Listen Ratio (TLR)

Pricing Power Ratio (PPR)

Customer Quality Composition (CQC)

MANAGE

Portfolio Strategy.

Resource allocation across marketing mix.

Strategic partnership alignment.

Adjacency expansion.

Targeting strategy.

Customer Acquisition / retention.

MAXIMIZE

Consumer love.

Brand equity.

Total Shareholder Value (TSR).

Pricing Power.

Loyalty.

Volume Potential.

Enterprise value.

ROMI.

Brand valuation.

How You Will Find Love Using BERA

Bera’s platform enables brand managers to see the connection level of customers in real time, providing data at the state or zip code level.

Instant brand equity perceptions, connection levels and ongoing monitoring capabilities at the local, national and international levels.

The BERA platform is available on smartphone, tablet and browser for immediate access.

Instructional videos accompany each dashboard for easy assessment.

Instant GEO-locator recognition capabilities for immediate local trading area results based on the user's location.

Easily annotated and shared comments on dashboards in sticky note format.

Instantly compare and filter customer loyalty and demographic segments.

RECOGNITION FOR BERA
AWARD WINNER
Read more
THE MILLENNIALS' MOST-LOVED BRANDS
Read more
SHOPPER TECHNOLOGY INSTITUTE
Watch the video
NATIONAL RANKING
Read more
NATIONAL RANKING

For 20 years, the Branahm300 has listed Canada's top publicly traded and privately held technology companies. In 2013, Vision Critical has been recognized as a Top 5 five Canadian Software as a Service (SaaS) company and also one of the top 10 software companies in Canada!

VC & BERA FEATURED ON CNBC/YAHOO! FINANCE
Read more
VC & BERA FEATURED ON CNBC/YAHOO! FINANCE

CNBC featured Vision Critical's Executive Vice President Ryan Barker to discuss VC Insight Communities and BERA with regards to the BERA Top 10 Pure Play brands in this segment.

Watch the video

FORBES: APRIL 2013
Read more
FORBES: APRIL 2013

Last January, Gartner made a bold claim by stating that by 2017 the CMO will spend more on IT than the CIO. Truth be told, it's easy to believe and Vision Critical Founder, Andrew Reid, give us 4 reasons why here.

Learn More

NEWS.SILOBREAKER.COM
Read more
MARKETING LAND
Read more
BRAND PREFERENCES
Read more
BRAND PREFERENCES

August 8th 2013, Portada Online featured a BERA report highlighting the brand preferences of the Hispanic Market. The survey, provided exclusively to Portada, shows that Fanta, Oprah Winfrey and American Red Cross are the three favorite brands amont Hispanics and emphasizes the importance for advertisers and agencies alike to pay attention to these types of rankings in today's competitive marketplace.

Learn More

AWARD WINNER
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AWARD WINNER

In 2013, Vision Critical's BERA platform was presented with the Innovation Award Certificate in recognition of it's impact toward innovative new methods based on inventiveness, analytics, and/or harnessing technology.

Learn More

FOX NEWS PICK-UP OF THE PORTADA CONFERENCE (SPANISH)
Read more
ORLANDO SENTINEL PICK-UP OF THE PORTADA CONVERENCE (SPANISH)
Read more
BLOOMBERG
Watch the video
BUSINESSWEEK
Watch the video
LUXURY DAILY
Watch the video

Help Your Customers Find Love
With Smart Brand Intelligence

CONTACT OUR
BERA TEAM

PHONE

212.317.1896

EMAIL

bera@berabrandmanagement.com

OFFICE

399 Park Avenue, 38th Floor
New York, NY 10022

BERA PERFORMANCE
Verizon
Axe
Zyrtec
Bloomberg News
Crocs
Avis
Coca-Cola
XBOX 360
The CW
Element by Westin
Guideposts
John Frieda
Crate & Barrel
Ameritrade
New Balance
Wallflowers
Aetna
Crayola
Google
Hershey's
Isopure
Kellogg's
Comedy Central
Hostess
Surf
A GIFTED MAN
Cheerios
food & family
HGTV
Clorox
AT&T Wireless
Kleenex
M&M's
AT&T U-verse
Dollar Tree
Edy's
Dell
Microsoft
NATIONAL GEOGRAPHIC
Victoria's Secret
Aquafina
Eight O'Clock
Crest
Excedrin
Vidal Sassoon
Ikea
AOL
Rogaine
method
Corona Extra
ACDelco
Tyler Perry
Adidas
Geox
American Red Cross
BOSE
Proctor and Gamble
REDBOOK
Perrier-Jouët
Ricoh
Next Choice
Snapple
A1
Old Spice
Fixodent
Prime Suspect
Nutella
Amazon.com
TIFFANY & CO.
Campbell's Chunky soup
Slim-Fast
Chi-Chi's
Residence Inn by Marriott
Miss Vickie's
Sonic
Oster
Tim Hortons
Chili's Bar & Grill
Clairol
Raising Hope
Reese Witherspoon
Chick-fil-A
GODIVA
PowerBar
Coldwell Banker
Pentel
State Farm
Beggin' Strips
Finesse
TV Land
the office
Campbell's Healthy Request
Barbie
A&P
Oreo
Pringles
Royal Canin
Sensodyne
Texas Instruments
Redken
Quaker Oats
Reese's
CIGNA
AMERICAN LEGION MAGAZINE
Conoco
Banquet
Lufthansa
Vistakon
Beech-Nut
T.J. Maxx
Princess Cruises
Right Guard
citibank
Adele

CONSUMER
SEGMENTATION

CUSTOMERS
  • Loyals
  • Switchers
NON CUSTOMERS: OPEN
  • Prospects
  • Potential Winbacks
NON CUSTOMERS: CLOSED
  • Lapsed
  • Rejecters
CATEGORY USAGE
DEMOGRAPHICS
  • Ethnicity
  • Age
  • Gender
  • HHI
  • Region, Country, State,
    Zip code

ENGAGEMENT
HEALTH

MEANINGFULNESS
  • Predicts Volume
COMPETITIVE UNIQUENESS
  • Predicts Willingness to Pay a Premium
BRAND COGNIZANCE AND CURIOSITY
  • Predicts willingness to listen to brand communication
  • Predicts Effectiveness of the messaging
TODAY AND TOMORROW
  • Predicts Growth potential within boundaries
BERA SCORE
  • Suggests brand strategy baseline

MARKETING
ELEMENTS

PRODUCT
  • Awareness
  • Engagement
PRICE
  • Awareness
  • Permission
PROMOTION
  • Awareness
  • Receptivity
PLACE
  • Awareness
  • Availability
PEOPLE
  • Awareness
  • Customer Service Level