How attracted are consumers to your brand? They might be familiar with your brand, but do they find you unique? And – are they proud to use and own your brand?
Our brand attachment analyser builds on your brand strengths and identifies its weaknesses – all from the consumer’s perspective. By identifying the stage at which brand attachment is stronger and where it is weaker, we can evaluate where you need to focus activity and how you need to refine communication briefings.
What it does for you:
- Identifies where in the customer experience brand attachment is strongest and where weaknesses exist.
- Highlights where the brand needs to focus to fulfil customers’ expectations.
- Enables you to refine action plans and communication briefings.
The brand attachment analyser starts with the design of a questionnaire to measure the consumer’s perception based on 5-level of attachment towards brands (awareness, reliability, quality, advantage and bonding). Afterwards, gaps between each stage are identified and we define which marketing communication activity should be improved.
In addition, we also compare your brand attachment journey against other category brands to determine strong and weak points based on a rational – emotional scale. We develop a tailored response to build on your brand’s strengths, whilst exploiting the weak points of competitors. Complete competitive sets of 10 or more brands can be compared and tracked in this way.
In the example above, Brand X on first view seems to be the much stronger brand – after all it has higher awareness compared to Brand Y. However, even though many more people have heard of Brand X, its strength in terms of reliability shows a steep drop off. Brand Y – although known by fewer people – is much better evaluated by those who do know it. If Brand Y can focus energies on awareness building, it’s in good shape to mount a serious challenge to Brand X.
If you’d like to find out more about our experience in brand attachment analysis, contact Rob.