Better Brand Health eBook

controlling for brand size and category prototypicality and looking for where the brand scores substantively lower than expected (see messaging analysis in Chapter 7) •looking for reasons behind spikes in brand rejection or customer complaints (see Brand Rejection analysis in Chapter 8).

Brands grow through getting more category buyers to be brand buyers in any time period. This means the leading indicators for growth are likely to lie within the memories of any brand’s very light/non-buyers.

CEPs come from the category buyer’s internal environment (needs, motivations, current or desired emotional states) or the external environment (where, when, who you are with).

Therefore, asset building activities to improve/maintain fame and uniqueness metrics are a necessary part of a Distinctive Asset Management System

When a brand’s awareness score changes over time, it is easy to assume all category buyers are equally responsible.

If the sub-brand or variant gets most of its linkages due to a halo effect, there is no need to measure it separately—measuring the core…

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This means the act of advertising the brand can heighten other attributes linked to the brand, including CEPs that can lift Mental Availability, separate from the messaging effect previously discussed.

Example of patterns in brand-attribute data, organised by row and column totals; figures are n category buyers linking each social network to each attribute

When it comes to researching baseline competencies, any deficits can indicate a potential problem with the brand.