Worked Walkthrough: Run a Fast Aaker Equity Audit

Diagnose a regional grocery brand quickly enough to support a board conversation. Read awareness, quality, associations, and loyalty separately, then prioritize the asset that most constrains the strategy. The usual mistake is to gather many metrics, admire all of them, and still avoid choosing which equity asset deserves the next investment decision. Step 1 Check awareness signals: branded search, unaided mention in local surveys, and traffic by market. This tells you whether discovery is the constraint or whether the market already knows the brand well enough. Step 2 Check perceived quality signals: review themes, NPS comments, complaint clusters, and price…

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