video1.0<iframe src="https://www.loom.com/embed/966ab39f324149c8986eaa7f07e71c1a" frameborder="0" width="1728" height="1296" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>12961728Loomhttps://www.loom.com12961728https://cdn.loom.com/sessions/thumbnails/966ab39f324149c8986eaa7f07e71c1a-6612c767a6708de0.gif331.79In this video, I discuss the importance of measuring brand equity and the common pitfalls in brand tracking studies, particularly when focusing solely on non-customer audiences. I emphasize the need to analyze customer satisfaction and profitability to identify areas for improvement, especially among vulnerable customer segments that show high profitability but low satisfaction. For instance, in a hypothetical SaaS study, our client’s core customers had a 78% satisfaction rate, while vulnerable customers were at only 55%, highlighting a significant issue. I also illustrate how brand credibility impacted customer commitment in this case, showing that a one-point gain in credibility led to a 0.65 point increase in commitment. I encourage you to consider these insights as you refine your customer strategy moving forward. You can read the full insights post on this case here: https://www.conclusivegroup.com/insights/2025-07-09-when-brand-equity-trackers-neglect-customers/