Alli Brand Equity is a brand equity measurement product that gives brand health a weekly, evidence-based number, built from what people, press, and markets actually do. Brand investment walks into the budget meeting with proof, on equal footing with the performance spend next to it.
brand search lift within four months of launch
increase in site traffic after the TV campaign
increase in brand demand during the launch
Alli Brand Equity tracked recall, consideration, and share of search in each market as BYD launched in the U.K., France, Germany, Spain, and Italy. Read the BYD customer story
Brand budgets get cut first because they’re the hardest to defend with a number. The usual tools each see part of the picture.
A mix model connects past spend to past sales. It explains what you spent and what you sold, and says little about why someone will choose you next year.
A quarterly survey shows how people said they felt weeks ago. It sits in its own report, away from the media plan, so a good reading rarely changes a spend decision in time.
Someone picks the signals and decides by feel how much each one counts, and the outcome being predicted can quietly shape the inputs.
One composite score built from nine live signals, scored against the competitors you name, and tracked over two years.
A composite score shows where the brand stands each week, and the trajectory of every signal behind it shows what moved it.
For your teamBrand teams see which signals are soft and aim the work there.
Every score is your share of the category, measured against the competitors you name, with two years of history behind it. Share of search and share of traffic show whether people are actively choosing your brand.
For your teamCMOs can show whether the brand can hold its price as competitors move.
Share of traffic, share of search, sentiment, and brand curiosity sit on one chart, so you can see whether attention and trust are moving together.
For your teamMedia teams can explain a change in paid efficiency, like cooling sentiment behind rising acquisition costs.
A brand people will pay more for can hold its price while competitors discount, which protects margin.
When more people seek out your brand by name, paid media has less work to do.
A strong reputation helps a brand absorb a competitor launch, a negative news cycle, or a downturn in the category.
Reputation tends to move before sales do. Brand signals show the demand you’re building as well as the demand you’re harvesting.
Who uses it
Defend brand investment with evidence.
Show the brand effect next to the revenue effect when you plan, so brand stops being the first line cut.
A brand number built with discipline.
Weights are tied to your primary business KPI, so the score reflects the signals that move your business. Nobody sets them by feel.
Aim the work at the soft signals.
Brief creative against what’s moving perception now, and show the work paid off.
Understand why paid efficiency changes.
Rising search interest and direct traffic can mean more demand starts with your name. Cooling sentiment can explain a jump in acquisition costs.
Two years of signal history shows how the brand moved through price changes, competitor launches, and slow quarters.
Compare sentiment over time with the brands you compete against, then switch to search, curiosity, news, traffic, and reviews.
For your teamStrategy teams see who’s gaining ground in the category, and on which signal.
Rising and falling signals are flagged. The competitive view shows your share of each signal across the category, and the absolute view shows your trend against your own past.
For your teamThe same signals feed Scenario Planner, so brand strength shows up in the revenue forecast.
Explore Scenario PlannerAlli builds the score from unaided signals, weights them for your brand, and updates it every week.
Set the competitive set the brand is scored against. Each score is your share of the category.
Up to nine unaided signals, from share of search to Share of LLM Presence, are gathered for your brand and each competitor.
Jackknifing tests how well each signal predicts the others and your primary business KPI. Signals that predict both earn more weight.
The composite updates every week. Monthly sources are estimated in small steps until the real figure arrives.
Read the signals in Alli, then carry them into Scenario Planner, where brand strength shapes the revenue forecast.
Each signal is unaided: it records what people, press, and markets do. Every signal can be read against competitors, and all but Pricing Power can also be read against your own past.
Signals that don’t apply, like Market Cap for a private company, are left out, and the weights adjust. Ask which signals fit your brand
Finance teams can interrogate it. The competitive set is explicit, the weighting method is documented, and each signal can be traced over time.
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Weights are calculated separately for each brand using jackknifing. Nobody sets them by hand.
Searches, site visits, reviews, and purchases are harder to inflate than survey answers, and they can be tracked every week.
No single signal captures brand equity, so the model combines several. The competitive set matters most, and reading the results still takes expertise.
The ideas behind Alli Brand Equity
What brand equity is, how Alli measures and weights it, and how it fits with the research you already do.
Brand awareness is whether people know your brand exists. Brand equity is whether knowing it changes what they do: whether they seek you out, trust you, pay more, and stay. Awareness is one input. A brand can be widely known and still have weak equity, which is why search interest is read alongside sentiment and willingness to pay.
Unaided signals record what people, press, and markets actually do in relation to a brand. Searching for a brand, visiting its site, writing a review, or buying it over a competitor are all unaided. They’re harder to inflate than survey answers, where people respond to a direct question, and they can be tracked every week.
Weekly. Most signals refresh on that cadence. A few sources, like site traffic, only report monthly, so those are estimated in small, reasonable steps until the real figure arrives and replaces the estimate. The score keeps moving every week while it waits on a monthly source.
Weights are calculated separately for each brand using jackknifing. For each signal, the model tests how well it predicts the other signals and, separately, the brand’s primary business KPI. Signals that predict both well earn more weight. Signals that predict little carry less influence, or none. Nobody sets the weights by hand.
No, and that’s by design. Because each brand’s weights are calculated from its own signals and KPI, a 62 for one brand and a 62 for another don’t mean the same thing. To compare against competitors, use the competitive view, which shows your share of each signal across your category.
Yes. Share of LLM Presence measures how a range of AI models describe, rank, and recommend your brand compared with your competitors, and how that changes over time. More people now ask an AI assistant before they search or visit a site, so how those tools talk about you is becoming part of your brand equity.
No. It sits between them. A brand tracker is good for deep, periodic research, and a mix model is good at connecting past spend to past sales. Alli Brand Equity adds a weekly, signal-based read on brand health that sits next to performance numbers, so long-term and short-term investments can be weighed side by side.
No single signal captures brand equity completely. Share of search is strongest in considered-purchase categories and weaker where people buy without searching, and brands with common-word names carry extra noise. A wrong competitive set produces confident, wrong answers. That’s why the model combines several signals, and why reading the results still takes expertise.
See how Alli Brand Equity puts a weekly, evidence-based read on brand health next to the performance numbers, so brand investment can compete for budget on equal footing.