Assessing Brand Equity of Exo and Aketta

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December 24, 2023
Assessing Brand Equity of Exo and Aketta
Understanding the unique circumstances that the company faces is essential for a more strategic approach to this case. For instance, the case shows that Exo's brand equity significantly stands out in the niche market of cricket-based protein bars, primarily due to its targeted appeal to athletes and fitness enthusiasts and its visibility through platforms like Forbes 30 Under 30. Personally, this visibility not only enhances consumer awareness but also cements Exo’s reputation as an innovative leader in the sector. This is mainly because Exo is perceived as a high-quality, innovative product, especially among fitness-oriented consumers who value clean and ethical sourcing of ingredients. This coincides with its commitment to sustainability and performance health, which resonates well with eco-conscious consumers, creating a unique positioning in the market.
On the other hand, Aketta, under Aspire, has less consumer recognition but focuses more on educational and advocacy roles in introducing cricket protein. Based on the case, Aketta’s approach is more holistic, as it aims to educate the public about the benefits of cricket protein, thereby laying the groundwork for broader market acceptance. Studies show that despite