| Are the levels and sources of brand influence that exist in customer’s minds. We firstly review recall and recognition to assess how well customers remember and articulate each aspect of the brand’s identity. This can provide valuable insight into what triggers consideration set membership vs simply recognising the brand’s existance. We then look to review the brand associations including both features and benefits of the product, as well as non product associations including price point, consumption imagery and the imagined target customer groups.
BRAND STRENGTHS. | Brand strength provides insight intro how well the brand has been leveraged over time. Does the brand enjoy dominance in the trade channels? Is this reflected in its distribution and presence at point of sale? Brand strength can also be seen through the lens of consumer purchase patterns with loyalty, re-purchase frequency and achieved price premiums all reflecting inherent strengths or weaknesses of the brand.