Asian Brand Strategy
100
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Attribute Attribute Attribute Attribute Attribute
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Differentiators
Attribute Attribute Attribute Attribute Attribute
Basic
Decreasing importance
actions. Companies normally have a wealth of data about their customers, distribution channels and competitors. This information can be collected through desk research and interviews with staff throughout the organization and preferably also with external stakeholders. To obtain an unbiased view of the market and the brand, companies can benefit from using external brand research. It is usually a combination of qualitative and quantitative techniques. Based on respondents’ answers to various questions, multiple sets of data are collected through in-depth interviews, focus groups, surveys and questionnaires. Sophisticated statistical tools like conjoint, factor and regression analysis are then used to analyze and structure the often large amount of data to present findings in various user-friendly formats and levels of details. Other commonly used methods are cluster analysis, multidimensional scaling and correspondence analysis. Brands can potentially consist of multiple, sometimes even innumerable, tangible and intangible features and benefits, and the interdependencies between them are often complex. The most successful brands emphasize features, benefits and emotional aspects, because they are not only important to customers, but also help the brand to differentiate itself from those of its competitors. These are called “brand differentiators” and are critical for building brand equity.
High
Low 1
2 Importance
3 Brand 1
Figure 6.3 Brand performance analysis chart Source: VentureRepublic
4 Brand 2
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