Does the shifting age of marriage among women affect the Brand Equity of TheKnot.com?
Does the shifting age of marriage among women affect the Brand Equity
In recent times, more American women are waiting longer to
marry (on average, waiting for over 4 more years than in1970)*
In fact, younger women (18-29) are not only more familiar (+42%) with
TheKnot.com, but also ascribe higher Energized Differentiation (+34%),
Relevance (+27%) and Esteem (+32%) to the brand than their older (30-44)
Psychology may explain the disparity in TheKnot.com’s Brand Equity
between younger and older women
• Women under 30 tend to be marrying for the first time, rendering the
wedding itself more “idealistic” and “special”
• As a result, younger women may spend a greater time planning and are
more likely to read wedding magazines
• Older women, especially if previously married, may have a more
practical outlook on weddings, making them less likely to plan
extensively and therefore read TheKnot.com
In addition, TheKnot.com’s marketing campaign uses youthful “looks” and
models, targeting a younger demographic
Source: BrandAsset® Evaluator USA 2010-2012 Women 18-29, Women 30-44; *ABCNews.go.com & U.S. Census Bureau survey
However, younger women assign higher brand equity to
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