Brand Action is a quanti + quali system for assessing brand health.

The cornerstone beliefs of Brand Action are the following:

• Marketers need quantitative assessment of where the brand stands, and qualitative insight into how to take it forward
• Brand health is partly a function of whether people buy it or not and partly a function of what they think about it
• Strong brands are less price sensitive than weak brands
• Truly strong brands have an equity that extends beyond the attributes of the product

To learn more about how Brand Action works, write to Lalitha Priya at lp@kaybase.com
or call her at +91 98400 21973.