03 “BRAN*EQT: A Model and Simulator for Estimating, Tracking, and Managing Multi-category Brand Equity at Allstate” by Venkatesh Shankar, Pablo Azar, and Matthew Fuller.
In the BRAN*EQT study the researchers examine the drivers of the Allstate brandname. By understanding how advertising investments directly influenced the brand equity of Allstate, the researchers were able to make brand building activities within the firm accountable. This lead to advertising changing from being viewed as a discretionary cost, to a strategic investment. One of the useful aspects of the research was to separate the overall the benefits of corporate branding into the advantages that were captured by each of the divisions within Allstate.