Uncover what drives your brand positioning in the marketBrand Driver Analysis - Extract more juice from your brand tracking studies

Juan Tello | November 2016

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Brand Health Key Drivers

Most of the time brand tracker information is not fully exploited

Trend Analysis

WHAT WHY

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Apply SKIM Drivers Analysis to

extract more juice from existing

brand tracker data

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Drivers Analysis identifies which

factors have the

most impact on

brand health

Brand Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

adviceProduct

Quality

Easy to

use

Fair Price

$

5

Data required for drivers analysis is generally included in

any brand tracker study

Holistic

Functional

A) Overall Brand Metrics

B) Association

metric between

brands and

attributes

Brand Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

adviceProduct

Quality

Easy to

use

Fair Price

$

SKIM employs

various hierarchical

multivariate analysis

to uncover interactions

between factors

BBN SEM PLS

Acyclic network of factors is built

based on levels of interaction

between them

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Communication and innovation strategies can be defined

based on which drivers a brand owns vs. competition

Brand Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

adviceProduct

Quality

Easy to

use

Fair Price

$

Brand Ownership

Brand A

Brand B

WhitespaceWhere to play?

Does the brand have the

right to win versus

competition?

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Whitespace: less resistance in shifting consumer perception

of how a brand is associated with a factor not owned

Brand Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

advice

Product

Quality

Easy to

use

Fair Price

$

Brand Ownership

Brand A

Brand B

Whitespace

Whitespace opportunities

can be uncovered by

identifying factors that are

not owned by any brand

in the market

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SKIM computes whether a brand owns or not certain

factor vis a vis competition

Brand ownership is defined through normalized residuals highlighting associations

statistically significantly above or below the expected brand association

Ownership Weakness No Ownership

AttributesBrand A Brand B Brand C

Attribute

Average

Customer Service 70% 50% 5% 42%

Product Performance 70% 30% 5% 35%

Product Quality 60% 20% 10% 30%

Value for Money 40% 20% 20% 27%

Brand Average 60% 30% 10% 33%

Big/Small brand effect Whitespace opportunity

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Layering brand ownership over the network allow brands to

know where to play and how to win

Brand Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

advice

Product

Quality

Easy to

use

Fair Price

$

Brand A Brand B Whitespace

Each bubble is a factor

Bubble size denotes impact

towards overall rating

Arrow width denotes level of

interaction between factors

Color denotes brand

ownership

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Differentiated

Strategies

Brand Users

Shopping habits

Age generations

Heavy/Light Users

Specific segments can be analyzed to understand

differences regarding drivers and ownerships

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Malleability index describes how easy/hard is it to change

consumer’s brand perceptions in each segmentB

ran

d O

ve

rall

Ra

tin

g

Malleability Index

Boomers

Gen X

Millennials

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SKIM Drivers Analysis

Main Deliverables

Brand

Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

adviceProduct

Quality

Easy to

use

Fair Price

$

Brand

Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

adviceProduct

Quality

Easy to

use

Fair Price

$

Brand Ladder

Showing strengths and

weaknesses by brand

Market Opportunity Ladder

Showing brand ownership and

whitespace opportunities

Contribution bar charts

Towards dependent metric

20%18% 17% 17%

10% 10%8%

CS ProductP.

Value formoney

Fair Price ReliableAdvice

ProductQuality

Easy toUse

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SKIM Drivers Analysis

Market Simulations

Brand

Overall

Rating

Customer

Service

Product

PerformanceValue for

money

Reliable

adviceProduct

Quality

Easy to

use

Fair Price

$

Market Simulations

Explore what the size of the prize is of your brand owning a certain factor or whitespace

Explore the level of risk of a competitor owning a certain factor or whitespace

What if?

Contact us: extract more juice from your data

skimgroup.com

@SKIMgroup

SKIMgroup

SKIMgroup

15

Juan Tello

Senior VP Americas

j.tello@skimgroup.com

+506 4052 7272

Wessel Roose

Research Manager

w.roose@skimgroup.com

+31 10 282 3520