Better Brand Health eBook

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.

Patterns for buyer groups

Very few category buyers have negative opinions about brands, but also few category buyers have very positive opinions.

Brand buyers

These patterns vary predictably with brand size, with bigger brands skewing more to positive and smaller brands skewing more to neutral.

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

brand non-buyers,

The normal distribution for a brand’s attitude across category buyers tells us that few buyers (or non-buyers) have strong negative or positive feelings about a brand. This means most buyers do not need a strong attitude to buy a brand, which also means non-buyers do not need a strong brand attitude to start buying the brand.

releases the pressure on a marketer to somehow build love for a brand from most category buyers who are ill-equipped experience or interest-wise to hold strong feelings for the brand.