Better Brand Health eBook

People rarely have a worst brand readily memorable, as to do so requires experiencing enough brands to know which is the poorest performer. This response is just a rather clumsy rejection measure.

If the brand has not served its purpose, then a negative attitude can be generated, and this can dissuade future purchases, if remembered.

How quickly a mental advantage develops depends on how well the brand’s marketing activities perform on the three building blocks of reach, branding and messaging.

A best-worst approach has many uses in other fields, but this approach to measuring brand-attribute linkages, as part of a brand health tracker, is heavy on the worst and light on the best. Chapter summary

Another option is to get category buyers to rank brands on each attribute. This approach also assumes there is more sensitivity than often really exists.

long-term goal of ‘wider, fresher networks’. If you keep on with the same message, then other attributes do not…

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Before removal, check if it had any major deviations. If there was no substantive deviation (+/−5pp), then there will be little impact on the brand’s scores when you…

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I mean an estimate of results after controlling for major inputs that influence a category buyer’s response but are extraneous to the task at hand.

marketing activity, if well branded, will also cause the brand to be retrieved, which can fan out to build wider, fresher brand memory networks.

available, as in the case of many luxury goods). In this case the positive brand attitude is unable to convert into revenue for the brand, so is of questionable value to build.