Specifically, among millennials, Pay Pal and Amazon are challenged by Apple Pay and Square on Quality ratings.
"As these up-and-coming mobile payment brands gain momentum -- particularly among the all-important millennial consumer -- rooted brands like Pay Pal and Amazon Payments must continue to differentiate and leverage their master brands so they don't find themselves surpassed by fast risers in the category," said Sinopoli.
The Brand Equity Index is the keystone to the Equi Trend program, providing an understanding of a brand's overall strength.
A brand's Equity is determined by a calculation of Familiarity, Quality and Purchase Consideration.
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