Revolutionising Brand Equity: Brand Value Creation for Market Leadership
"Are you confident your brand is maximising its value potential by deeply understanding and leveraging customer insights to build lasting, meaningful connections with your target audience?"
The Challenge
Reckitt needed a unified system to optimise brand equity measurement and align with its purpose-driven growth strategy.
The challenge was to harmonise over 85 disparate brand equity tracking programs across 60 markets, using different frameworks and KPIs, into a single, impactful global solution.
The Solution
The approach taken was the creation and implementation of the Brand Value Creation (BVC), a programme designed to integrate brand equity and purpose across Reckitt’s portfolio.
The programme was developed with four key objectives in mind: 1) ensure KPI consistency across markets, 2) embed purpose into equity tracking, 3) derive better insights through new analytical models, and 4) future-proof the methodology with digital integration.
This new approach was tested and implemented in key markets, starting with the global relaunch of the Durex brand. The Durex case exemplified BVC’s capabilities by linking brand purpose to consumer engagement through a detailed, data-driven strategy that addressed emotional and functional needs.
The Results
The BVC-driven strategy had a tangible impact on Durex’s performance globally:
In Germany, Durex maintained a strong brand relationship score of +33 points ahead of its closest competitor, reflecting the successful alignment of functional and emotional needs.
In Spain, Durex achieved a significant +30 point lead, attributed to purpose-driven messaging that resonated deeply with local consumers.
The US market, which initially struggled with the new pack redesign and reduced spend, saw improvements in brand value and perception after adjusting the strategy to address competitive threats and optimise media spending.
Durex achieved a 92% brand trust rating and was recognised as a leader in sexual wellness, outperforming key competitors in 15 out of 20 attributes that included inclusivity, sustainability, and quality.
The Impact
The Brand Value Creation programme empowered Reckitt to make data-driven, purpose-aligned decisions, creating more meaningful connections with consumers and elevating brand equity.
For Durex, the new strategic approach reinforced three critical areas: enhancing the sexual wellness experience, educating on emotional benefits, and fighting stigma around sex.
The data-driven insights led to targeted messaging and product innovation tailored to local needs, with a renewed focus on Durex’s purpose of empowering people to embrace their sexuality confidently.
* Results have been altered due to confidentiality.