RICE™ 2.0 · PILLAR E

Equity

Long-term brand asset

Equity is the durable value the brand holds independent of any single campaign - the share of category language it owns, the pricing power that ownership grants, and the resilience of that position when a competitor copies the offer.

Equity is the only pillar that can be lost while the other three are still rising. It is scored on language ownership and pricing power, which is why it is assessed last and reviewed quarterly rather than weekly.

Get the Equity assessment →See all four pillars

Scoring model

Four weighted dimensions. Weights inside a pillar always total 100.

Language ownership

35%

Does the brand own the terms buyers use to describe the problem, or borrow a competitor vocabulary?

Evidence: Term ownership map: which canonical phrases resolve to the brand versus to rivals or to generic advice.

Pricing power

30%

Can the brand hold its price while a lookalike offer appears?

Evidence: Price-hold evidence across cycles; discount dependence measured from settled order data.

Asset durability

20%

Do the brand assets survive a platform change, a model change or a crawler policy change?

Evidence: Dependency audit of owned versus rented surfaces; single-vendor exposure scored as risk.

Defensibility

15%

What can a competitor copy in a quarter, and what cannot be copied at all?

Evidence: Copyability review of framework, methodology, certification and data assets.

Score bands

80-100OwnedCategory language and pricing are yours. Defend, do not reposition.

60-79EstablishedOwnership partial. Consolidate vocabulary before expanding.

40-59BorrowedSpeaking in competitor terms. Canonical glossary work required.

0-39RentedAll equity sits on surfaces you do not control.

What you receive

—Equity scorecard with the term ownership map
—Pricing-power evidence pack from settled orders only
—Platform dependency audit with named single-vendor exposures
—Defensibility review and the quarterly review cadence

COVERING PACKAGE

RAAS Growth retainer

$590 / $1,290 / $2,490monthly

Equity is reviewed on the monthly cadence because it moves slower than Reach or Impact.

Billing cycles are limited to per-use, hourly, daily, weekly and monthly. No annual or quarterly terms exist on this platform.

Open the package →

Feeds into Equity

Connection pillar →Certification →

Equity feeds forward

RICE(TM) 2.0 overview →Framework library →

Questions on Equity

Can Equity rise while Reach falls?

Yes, briefly. Language ownership persists after a visibility dip, which is exactly why the two are scored separately.

How often is Equity rescored?

Quarterly by default. Rescoring faster produces noise rather than signal.

Get Started — $190/week

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