Better Brand Health eBook

As brand buyers are two to three times more likely to remember exposure to advertising than a brand’s non-buyers

New entrants are a little more complicated, and, as in most things in life, timing is everything. Do not rush to include all new entrants but leave some time…

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The overall average was 56% for brand name only and 58% for the logo. For six of the brands there was no difference in results.

The story we see with each metric varies because some measures are more difficult for category buyers than others.

Should I try to fix mental…

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Q1. Where would a category buyer learn this link to the brand?

Comparative form

A decline in MPen is usually due to a contraction in Effective Reach. The size of the decline relative to the decline on Effective Reach depends on the degree to which those with few CEP linkages fail to get the few brand memories they have refreshed.

category buyers do not have a single consideration set that they always use when entering the category.