Brand perception in B2B markets does not serve to create superficial emotional appeal, but rather to fulfill a much more pragmatic role: reduce perceived risk in purchasing decisions, sustain long-term commercial relationships, and differentiate the value proposition where price and delivery truly matter.

To structure this diagnosis with methodological rigor, we developed BrandIntel, the brand equity assessment module of Hub Link Estratégia. This module also can be used to assess B2C and B2B2C brands (more about it in the box).

Based on David Aaker’s classic framework and adapted for the operational reality of market and competitive intelligence projects, BrandIntel combines a fixed core of universal B2B dimensions with sector-specific and custom axes. This allows us to analyze everything from corporate reputation and delivery reliability to technical specialization, generating weighted scores and radar charts that facilitate strategic reading.

This tool serves to measure the brand value of Link’s clients as well as their competitors, allowing for comparative analyses. Based on this, our team can generate recommendations for reinforcing certain brand aspects, adjustments to sales battle cards, and packaging changes, for example.

The tool is designed for critical moments such as post-acquisitions and M&As, strategic repositioning, expansion into new markets, or brand erosion diagnostics. Additionally, it features an integrated analytical assistant that helps with executive synthesis, evidence gap identification, and strategic recommendations.

In addition to Aaker’s framework for B2B, BrandIntel uses Keller’s Pyramid framework for B2C brands, adjusted to align with our market and competitive intelligence methodologies. Furthermore, the module allows the combination of both frameworks for businesses operating in the B2B2C model. This flexibility makes the tool a powerful asset for companies that need to understand the value of their brands or compare them with those of competitors.