Brand image analysis - attributed brand awareness

Analysis of attributed brand awareness is not only quantitative, but also qualitative statistical brand analysis. To encourage a customer to buy an unfamiliar brand, it must be set apart from competitors. Attributive awareness shows what proportion of consumers attribute certain qualities to your brand.

Qualitative Brand Analysis

To analyze a brand's quality, the portion of consumers who attribute a brand-specific advantage is measured (for example: best price, reliability, service quality, attractiveness of product design, etc.). For a linear analysis of a brand's quality, an absolute percentage of those who attribute this quality is measured, as well as the extent to which this level is higher than the market average (averaged over all brands).

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Brand analysis: points of parity

If the quality attributed to a brand was equally likely to be attributed to other brands in the category, then this is seen as a point of parity. Although this attribute is not inherently an advantage, it is a prerequisite for success in the market.

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Brand analysis: points of difference

If the quality attributed to the brand is less likely to be associated with other brands in the same category, then this is an advantage. Several techniques can be used to analyze a brand's points of difference.

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Brand Strength Relative to Main Competitors

If a brand's key competitors are known, it's possible to compare relative rankings of a specific attribute with the values of chosen competitors. If the brand has a set KPI (Key Performance Indicator) as possessing certain qualities, comparing with the best market practices is a good measure of how well the implementation of brand development plans are going.

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Brand Strength Relative to the Whole Market

It's possible to make a comparison at the average market level; for that, it's necessary to have estimates of the given attribute for no less than 15 brands on the market. It should be noted that including the dominant leaders in this list, whose market share is greater than 20%, can greatly increase the average value, and vice versa - the inclusion of weak players with small shares underestimates the average level.

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Correspondence analysis in brand management

To identify a brand's advantages, it is best to use a residuals analysis within the multivariate statistical method framework correspondence analysis. Correspondence analysis shows those brand attributes that are exercised to a greater or lesser extent than by a brand's competitors - i.e. the points of difference.

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Absolute Brand Strength

Consumers exhibit a great variety in how they choose brands. Typically, each consumer makes a decision in a given category by comparing brands based on 3-5 important qualities. Those qualities can be rational qualities: best availability, best price, quick delivery, a longer product guarantee, etc. The qualities can also be emotional: feelings of exclusivity, a sense of confidence in their own choice, excitement from a connection to the history of the brand, etc.

If a brand has all the consumer's desired qualities, then it's a strong brand. If the brand only has some of the qualities, then this can be expressed as a percentage. The absolute brand strength for each individual consumer may be expressed by the ratio of fulfilled qualities to the total number of important qualities for the consumer. For example, if 4 qualities are important to the consumer, but in his/her view the brand fulfills only 2 of them, you can conditionally call its brand strength 0.5 (50%). With this approach, you can also choose to assign equal or unequal weights to different qualities, and still derive a singular overall rating.

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