MEASURING BRAND STATUS

Brand Pyramid

OBJECTIVE
How is the brand converting at every
stage of its evolvement? Is it better or
worse than competition? How does it
fare vs category average?

Brand Equity

How is the brand perceived vis-a-vis

competition?

Brand Loyalty

How loyal are consumers to my brand?

Do consumers of my brand switch more
than competition?

Category drivers

What are the key attributes driving the

category? What are the functional
benefits? What are the emotional
benefits consumers seek? How is my
brand perceived on the drivers vs
competition?

Impact of marketing programmes

What is the ROI? Which media is

contributing most?

BRAND PYRAMID
Objective

Deviations

BRAND PYRAMID
Objective

Measures
Familiarity

Relevance

It finds out the conversion rate at every

stage of the brand from awareness to
regular usage
It also compares the conversion rate of a
brand vs category

It finds out the equity of our brand vs

competition

Not just saliency, it measures extent to

which consumers are familiar with the
brand
Whether the brand is found to be

Differentiation
Advantage
Usage

BRAND LOYALTY
Objective

Brand Switching
Very loyal consumers
Not loyal at all (consumers)
Ambivalent

CATEGORY DRIVERS
Objective

relevant to the consumer needs

Whether the brand is found to be unique
and different from other brands
Whether the brand is perceived to have
a distinct advantage over other brands
Whether the brand is often used

It finds out the extent to which

consumers are loyal to my brand vs
competition
Measures
What is the current switching behaviour
of consumers
Loyal and entrenched to the brand
Not at all loyal to the brand
Consumers who keep on
flirting/switching between brands

It finds out what attributes drive the

category...what rational and emotional
benefits consumers seek

Measures
Attributes which are claimed to be
important by consumers when asked
what is important to them (rating on a 5
or a 10 point scale)
Derived importance
Attributes which are derived, that is,
through statistics like regression or
jaccards
Attributes high on both claimed and
Key drivers
derived importance
Attributes high on claimed but low on
Hygiene attributes
derived importance
Attributes low on claimed and high on
Latent motivators; brand s could create
derived importance
a differentiation on these attributes
Attributes low on both claimed and
Not important drivers
derived importance
Claimed Importance

IMPACT OF MARKETING
PROGRAMMES
Objective

It finds out the returns on investment for

all marketing programmes viz TV, Print,
Outdoors, Internet, Radio, Other media

Measures
Proven Recall (spontaneous measure)
If the communication was clearly
recalled (elements of the
communication) alongwith the correct
brand recall
related recall, when the respondent is able
only to play back a generic sales message that
is universal to the category, and proven recall,
whichis met when the respondent can
describe specific visual or audio elements in
the commercial or express a uniquesales
messagefrom the commercial.

Attention
Comprehension
Interest
Desire
Action

Aided recall measures

Brand Recall
Whether the intended message was
clearly received
How unique was the communication and
if it provided new info
Appeal of the communication and its
relevance
Whether the communication is leading to
purchase intent