Dell’s Brand is Losing Touch with Young Adults, and It’s Costing Them
Dell is in a bind. Its brand equity is slipping among younger adults, and the fallout is showing up on the balance sheet. Among this audience, Dell just doesn’t stand out. Compared to leaders like Apple, Microsoft, and Samsung, BERA’s data shows that Dell lags far behind on perceptions of what makes a brand feel […]
How to Achieve the Multiplier Effect
Rising Tariffs Threaten Margins, But Strong Brands Are Holding Their Ground
As policymakers weigh new rounds of tariffs on imported goods, business leaders are bracing for yet another hit to margins. From automobile makers to home goods retailers, many companies will soon face a familiar question: absorb the extra costs or pass them on? For some brands, that decision isn’t as painful as it sounds. According […]
Why Price Reductions Haven’t Stopped The Bleeding at Tesla
Over the past few years, Tesla has implemented several major price reductions in a bid to increase market share by making electric vehicles more accessible to a broader market. But the results have been underwhelming. Despite lower prices, Tesla’s share of the U.S. electric vehicle (EV) market continues to shrink. The combination of reduced prices […]
Growth in brand equity leads to stronger pricing power
Crisis, Recovery, and Resilience: How the McDonald’s Brand Weathered an E. Coli Outbreak
When the CDC issued a food safety alert on October 22, 2024, linking a multi-state E. coli outbreak to contaminated slivered onions in McDonald’s Quarter Pounders, the fast-food giant faced a difficult challenge to its reputation. Consumers reacted swiftly, and the hit to McDonald’s perceived product quality and overall experience led to a two-percentile drop […]
Leading Telecom Provider Links Brand Equity to Business Outcomes with BERA.ai
Walmart’s High-Income Shopper Surge: How the Retail Giant is Winning Wealthier Shoppers
For decades, Walmart has been synonymous with low prices and budget-conscious shopping—a go-to destination for families looking to stretch their dollars. But a seismic shift is underway. A growing number of high-income shoppers are filling Walmart’s aisles, signaling a transformation in how the retail giant is perceived. During Walmart’s Q3 2024 earnings call, CEO Doug […]
The Multiplier Effect
Brand valuation: how to do it and why
Millions are spent every year on brand valuation rankings. They are a nice reminder that brands are a valuable corporate asset. But they produce wildly different results, even for the same brand. For example, take a look at four of the most popular annual rankings: Four brands make every list: Apple, Google, Microsoft, and Amazon. […]
