Sublime

Self-expression/identity attributes

different PL tiers causing variations in the perceptions category buyers hold across PL brand portfolios (e.g.,…

Some highlights have been hidden or truncated due to export limits.

fewer linkages are retrieved under the brand-to-attribute condition.

At least once get the brand-attribute responses from your tracker and order them in this way to see this underlying pattern.

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.

Unfortunately, these modified wording forms act like a filter and suppress responses, particularly from the brand’s very light/non-buyers.

The sample profile should follow a normal category buyer profile to get a realistic picture of the brand’s current situation and future opportunities/challenges.

Mental Availability effect

when building a brand, think about the attributes that buyers will likely use when buying and create fresh links between those attributes and the brand prior to buying.