How strong is your brand right now, and what is its potential for future growth?
Brands can be among the most valuable assets a business owns, so it is essential to have an accurate and detailed understanding of your brand’s key strengths and weaknesses and explore your options for growing market share.
Used across more than 60 countries, 240 categories and 50,000 brands globally, Millward Brown’s BrandDynamics approach presents you with a complete picture of your brand’s current competitive position. It starts with a detailed assessment of the relationship your customers have with it, in terms of the degree of loyalty your brand inspires. Next, our sophisticated profiling techniques identify your brand’s key strengths and weaknesses in relation to its competitors. And, before you decide what steps to take, BrandDynamics provides you with a precisely quantified evaluation of your brand’s potential for future growth.
Put simply, you can’t start to build on your brand’s strengths until you know precisely what they are.
BrandDynamics provides you with the information you need to drive your brand forward with insights in three key areas:
- The BrandDynamics Pyramid identifies where your customers are on the “journey to loyalty”. Importantly, your most loyal customers typically spend much more of their total category expenditure on your brand than those at lower levels of the Pyramid. So you can see at a glance not just how many loyal customers you have, but also who they are and what their value is to you.
- To build a stronger brand, you need to know more than the size and shape of your customer base. You need to understand how well your brand is performing in terms of winning loyalty. Our BrandSignature metric shows you whether your brand is doing better or worse than its competitors in converting customers at each level of the Pyramid. And, even more valuably, it identifies the competitive strengths and weaknesses that may be helping or hindering your brand in the battle for increased loyalty.
- Understanding your brand’s current strengths and weaknesses is important, but so too is predicting your brand’s potential for future growth. Our Brand Voltage measure is a one-number summary of how successfully your brand converts people to loyalty. It’s a gauge of your brand’s potential for growth and resilience to competitive pressures. The higher your Brand-Voltage score, the better your brand’s chances of growing market share.
For more information please contact:
Jacqueline Ireland
T 64 9 919 9230 | M 64 21 546 349 | E
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