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The power of a brand’s distinctive assets to ensure market growth

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Alice and Glaucia from System 1 Research discuss the power of a brand’s distinctive assets to ensure market growth.

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The power of a brand’s distinctive assets to ensure market growth

  1. 1. Festival of #NewMR 2019 The power of a brand’s distinctive assets to ensure market growth Presentation copyright, the presenters and NewMR. Please credit when using. Alice Arnould System 1 Singapore Glaucia Marques System 1 Singapore
  2. 2. Festival of #NewMR 2019 System1 Research The power of brand’s distinctive assets to ensure market grows
  3. 3. Festival of #NewMR 2019 Fame If a brand comes readily to mind, it must be a good choice Feeling If I feel good about a brand, it must be a good choice Fluency If I recognize a brand quickly, it must be a good choice Reflects current market share Predicts future market share growth/decline Your toolkit to build market share What behavioral and marketing sciences tell us
  4. 4. Festival of #NewMR 2019 CAN WE ACCELERATE? Recognised by many category buyers – need creative enhancement/ investment to accelerate speed of recognition CAN WE STRENGTHEN EVEN FURTHER? Existing asset strengths – continue to build with consistency SHOULD WE CANCEL OR KEEP? These are elements, not assets – assess whether to drop, or whether to maintain in the ‘background’ CAN WE BROADEN? Quickly and easily recognised by some buyers – assess pros/ cons of trying to broaden recognition ◄|Breadth|► ◄ | Speed | ► CATEGORY GENERIC STRONG DISTINCTIVE ASSET CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET How to qualify brand assets? Breadth is the % of the sample selecting the brand correctly Speed of acceptance is the inversion of number of seconds needed to link the specific asset to a brand; axes based on average time (database) Note: All brand logos were blurred and brand names removed from slogans in the survey, but are included here in their original form for clarity
  5. 5. Festival of #NewMR 2019 Brands’ Fluency in Hair Care
  6. 6. Festival of #NewMR 2019 Head & Shoulders - Blue Gold - Pantene Gold - Slek VS Sassoon - Red Ginger Wang - Red Hazeline - Green Lux - GoldRejoice - Blue ◄|Breadth|► ◄ | Speed | ► CATEGORY GENERIC STRONG DISTINCTIVE ASSET CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET Colors is a difficult asset to own for most brand in Hair Care category Breadth is the % of the sample selecting the brand correctly Speed of acceptance is the inversion of number of seconds needed to link the specific asset to a brand; axes based on average time (database) Note: All brand logos were blurred and brand names removed from slogans in the survey, but are included here in their original form for clarity
  7. 7. Festival of #NewMR 2019 Clear Ginger Wang Shampoo Hazeline Head & Shoulders Lovefun Lux Pantene Slek VS Sassoon Rejoice ◄|Breadth|► ◄ | Speed | ► CATEGORY GENERIC STRONG DISTINCTIVE ASSET CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET 3 out of 10 brands achieve to have a distinctive packaging that is supporting the brand Breadth is the % of the sample selecting the brand correctly Speed of acceptance is the inversion of number of seconds needed to link the specific asset to a brand; axes based on average time (database) Note: All brand logos were blurred and brand names removed from slogans in the survey, but are included here in their original form for clarity CATEGORY GENERIC
  8. 8. Festival of #NewMR 2019 Brands’ Fluency in Beers
  9. 9. Festival of #NewMR 2019 Asahi Heineken Kirin Carlsberg Corona Erdinger Hoegaarden Kronenbourg 1664 Sapporo Tiger ◄|Breadth|► ◄ | Speed | ► STRONG DISTINCTIVE ASSET CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET Most logos are working as good asset for beer brand in Singapore Breadth is the % of the sample selecting the brand correctly Speed of acceptance is the inversion of number of seconds needed to link the specific asset to a brand; axes based on average time (database) Note: All brand logos were blurred and brand names removed from slogans in the survey, but are included here in their original form for clarity CATEGORY GENERIC
  10. 10. Festival of #NewMR 2019 Carlsberg Corona Heineken Hoegaarden Kronenbourg 1664 Sapporo Erdinger Tiger ◄|Breadth|► ◄ | Speed | ► Breadth is the % of the sample selecting the brand correctly Speed of acceptance is the inversion of number of seconds needed to link the specific asset to a brand; axes based on average time (database) Note: All brand logos were blurred and brand names removed from slogans in the survey, but are included here in their original form for clarity STRONG DISTINCTIVE ASSET CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET Brand signifiers aren’t strong distinctive assets except for Tiger and Kronenbourg 1664 CATEGORY GENERIC
  11. 11. Festival of #NewMR 2019 Annie Low Senior Research Associate Ashley Gray Senior Client Manager Ed Harrison Managing Director, ANZAlice Arnould Client Manager Xinyu Tok Senior Research Associate Mavis Tan Senior Research Associate Glaucia Marques Client Manager Chengwee Wang Associate Client Director Rhys Beccaris Associate | Our APAC team
  12. 12. Festival of #NewMR 2019 Do you have any questions? Please contact us singapore@system1group.com
  13. 13. Festival of #NewMR 2019 NewMR 2019 Sponsors Communication Gold Silver

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