Brand logo - Userneeds Bran… · strategy development, and is a key indicator of a brand's market performance. Brand awareness refers to the extent to which customers and potential

Brand logo

2

Table of content

o Methodology

o Background information

o Conclusions

o Brand Performance Parameters

o Brand Awareness

o Brand Funnel

o Brand Driver

o Brand Net Promoter Score (NPS)

3

Method

Target Group:

18(15)-70 yo.

Consumers of salty snacks within

the previous 4 weeks.

Length of questionnaire:

10,5 minutes

Sample size:

500

Field period:

Start: 09.04.2019

End: 14.04.2019

Methodogy: Online survey. Members of Userneeds’ online panel have

randomly been chosen. The sample is representative

regarding gender, age and geography for Danes.

Significant findings will be commented on throughout the

report.

Bases below 50 responses will be marked with a ‘*’.

Brand logo

4

50%50%FemaleMale

37%

31%

32%

Age

15-34

35-49

50-64

31%

14%

20%

24%

10%

Region

Hovedstaden

Sjælland

Syddanmark

Midtjylland

Nordjylland

Base: 500 interviews

Background information

5

50%Have kids living at home.

37%

31%

32%

Household income

<200.000

200.000-500.000

500.000<

50%

10%

40%

Occupation

Public

Other

Private

Background information

Base: Swirt

Brand

AwarenessBrand

Funnel

Brand

Driver

Brand

NPS

• Top of Mind

• Unaided

Awareness

• Aided Awareness

• Qualified

Awareness

• Aided awareness

• Unaided awareness

• Consideration

• Purchase intent

• Purchase

• Loyalty

• Brand driver

perception

• Correlation

between brand

perception and

brand loyalty

• Net Promoter Score

YOU ARE LOOKING IN TO THE FOLLOWING

Brand Performance Parameters

Brand

AwarenessBrand

Funnel

Brand

Driver

Brand

NPS

• Top of Mind

• Unaided

Awareness

• Aided Awareness

• Qualified

Awareness

• Aided awareness


• Consideration

• Purchase intent

• Purchase

• Loyalty

• Brand driver

perception

• Correlation

between brand

perception and

brand loyalty




Brand

AwarenessBrand

Funnel

Brand

Driver

Brand

NPS

• Top of Mind

• Unaided

Awareness

• Aided Awareness

• Qualified

Awareness

• Aided awareness


• Consideration

• Purchase intent

• Purchase

• Loyalty

• Brand driver

perception

• Correlation

between brand

perception and

brand loyalty




Brand

AwarenessBrand

Funnel

Brand

Driver

Brand

NPS

• Top of Mind

• Unaided

Awareness

• Aided Awareness

• Qualified

Awareness

• Aided awareness


• Consideration

• Purchase intent

• Purchase

• Loyalty

• Brand driver

perception

• Correlation

between brand

perception and

brand loyalty



Brand Performance Parameter

Conclusions

Conclusion

5140 = 11,6%

93 = 26,9%

212 = 61,5%

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

Brand logo

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Ratio scores Absolute scores

68

48

72

49

60

Echo-friendly Professional Customer-centric Innovative Focus on localcommunity

AWARENSS

F

U

N

N

E

L

D

R

I

V

E

R

S

N

P

S

Base: xxxxxx

Base: xxxxxx

Base: xxxxxx

Base: xxxxxx

Brand Awareness

13

Brand Awareness

Brand awareness is a key consideration in consumer behavior, advertising management, brand management and

strategy development, and is a key indicator of a brand's market performance. Brand awareness refers to the extent

to which customers and potential customers can recall a brand.

U Brand Awareness consists of four key indicators:

Top of Mind: Measuring the number of people who express top of mind knowledge of the brand without

prompting (first mentioned)

Unaided Awareness: Measuring the number of people who express knowledge of the brand without prompting

Aided Awareness: Measuring the number of people who express knowledge of the brand when prompted

Qualified Awareness: Measuring the number of people who express knowledge based on experience e.g. usage

of a brand when prompted (aided brand recall)

14

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

Brand Awareness

The U Brand Awareness key indicators for Brand X are shown in the table.


15

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

4 %

4 %

4 %

4 %

-

4 %

3 %

4 %

4 %

-

5 %

1 %

5 %

5 %

-

5 %

10 %

10 %

5 %

+

25%

25%

25%

13%

17%

33%

17%

17%

Brand Awareness

The U Brand Awareness key indicators for Brand X by gender.

The U Brand Awareness key indicators for Brand X by age.







16

Brand Awareness

The U Brand Awareness key indicators for Brand X by region.

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

25%

25%

25%

13%

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

25%

25%

25%

13%

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

25%

25%

25%

13%

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

25%

25%

25%

13%

Top of mind

Unaided awareness

Aided awareness

Qualified awareness

25%

25%

25%

13%

17

2 %

4 %

4 %

3 %

4 %

8 %

8 %

6 %

3 %

5 %

5 %

4 %

3 %

5 %

5 %

4 %

2 %

4 %

4 %

3 %

Brand Awareness

The U Brand Awareness key indicators for Brand X by region.

18

Brand1

XX %

XX %

XX %

XX %

Brand2 Brand3 Brand4 Brand5 Brand6 Brand7 Brand8

Brand Awareness

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

The U Brand Awareness key indicators for Brand X and the listed competitors..


Top of mind

Unaided awareness

Aided awareness

Qualified awareness

19

Brand1

XX %

XX %

XX %

XX %

Brand2 Brand3 Brand4 Brand5 Brand6 Brand7

Brand Awareness

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %



Top of mind

Unaided awareness

Aided awareness

Qualified awareness

20

Brand1

XX %

XX %

XX %

XX %

Brand2 Brand3 Brand4 Brand5 Brand6

Brand Awareness

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %



Top of mind

Unaided awareness

Aided awareness

Qualified awareness

21

Brand1

XX %

XX %

XX %

XX %

Brand2 Brand3 Brand4 Brand5

Brand Awareness

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %

XX %



Top of mind

Unaided awareness

Aided awareness

Qualified awareness

Brand Funnel

23




Ratio scores

Brand Funnel

A Brand Funnel describes the consumer's journey from awareness of a brand to the actual conversion (purchase).

A Brand Funnel can be used to gain insight into the consumers' preferences and decision-making, and thus insight

into a brand's strengths and weaknesses relative to its competitors.

A Brand Funnel identifies the key touch points for a brand relative to the market and is an in-depth analysis of the

different stages of a customer’s relationship with a brand.

U Brand Funnel consists of the following key touch points:

Aided Awareness: Measuring the number of people who express knowledge of the brand when prompted

Unaided Awareness: Measuring the number of people who express knowledge of the brand without prompting

Consideration: Measuring the number of people who actively consider the brand

Purchase intent: Measuring the number of people who intent to purchase or use the brand

Purchase: Measuring the number of people who purchase or use the brand within a given time period

Loyalty: Measuring the number of people who are loyal to the brand in terms of re-purchase

24

Brand Funnel

The Brand Funnel for

Brand X is presented in

the figure.






25

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the aided awareness level for Brand X and its competitors. By comparing the results it is possible to compare the awareness levels. Based on the

Brand Funnel it is possible to identify how each brand performs in terms of converting through out the different touch-points in the Brand Funnel.

Base: 500 interviewsIndicates the brand with the best conversion rate

Indicates the brands with neither the best nor the poorest conversion rates

Indicates the brand with the poorest conversion rate

26

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the unaided awareness level for Brand X and its competitors and the conversion from aided awareness to unaided awareness. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting aided awareness to unaided awareness.

Indicates the brand with the best conversion rate

20%

-5%

1%


Indicates the brand with the poorest conversion rate Base: 500 interviews

20%

-5%

1%

20%

-5%

27

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the consideration rate for Brand X and its competitors and the conversion from unaided awareness to consideration. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting unaided awareness to consideration.




20%

-5%

1%

20%

-5%

1%

20%

-5%

28

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the purchase intention rate for Brand X and its competitors and the conversion from consideration to purchase intent. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting consideration to purchase intention.




20%

-5%

1%

20%

-5%

1%

20%

-5%

29

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the purchase rate for Brand X and its competitors and the conversion from purchase intent to actual purchase. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting purchase intention to actual purchase.




20%

-5%

1%

20%

-5%

1%

20%

-5%

30

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the purchase rate for Brand X and its competitors and the conversion from purchase to loyalty and re-purchase. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting purchase to loyalty and re-purchase.




20%

-5%

1%

20%

-5%

1%

20%

-5%

31

Brand Funnel


Brand X is presented

in the figure.






32

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the aided awareness level for Brand X and its competitors. By comparing the results it is possible to compare the awareness levels. Based on the Brand Funnel it is possible to identify how each brand performs in terms of converting through out the different touch-points in the Brand Funnel.




33

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the unaided awareness level for Brand X and its competitors and the conversion from aided awareness to unaided awareness. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting aided awareness to unaided awareness.


20%

-5%

1%



20%

-5%

1%

20%

-5%

10%

10%

10%

10%

10%

10%

10%

10%

34

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

The table presents the consideration rate for Brand X and its competitors and the conversion from unaided awareness to consideration. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting unaided awareness to consideration.




10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

20%

-5%

1%

20%

-5%

1%

20%

-5%

10%

10%

10%

10%

10%

10%

10%

10%

35

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

The table presents the purchase rate for Brand X and its competitors and the conversion from consideration to actual purchase. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting consideration to actual purchase.




10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

20%

-5%

1%

20%

-5%

1%

20%

-5%

36

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel





10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

20%

-5%

1%

20%

-5%

1%

20%

-5%

10%

10%

10%

10%

10%

10%

10%

10%

37

Brand Funnel


Brand X is presented

in the figure.






38

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the aided awareness level for Brand X and its competitors. By comparing the results it is possible to compare the awareness levels. Based on the Brand Funnel it is possible to identify how each brand performs in terms of converting through out the different touch-points in the Brand Funnel.




39

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the consideration rate for Brand X and its competitors and the conversion from aided awareness to consideration. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting aided awareness to consideration.




10%

10%

10%

10%

10%

10%

10%

10%

20%

-5%

1%

20%

-5%

1%

20%

-5%

40

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%

The table presents the purchase rate for Brand X and its competitors and the conversion from consideration to actual purchase. By comparing the results and the conversion rates of the individual brands it is possible to identify how each brand performs in terms of converting consideration to actual purchase.




10%

10%

10%

10%

10%

10%

10%

10%

20%

-5%

1%

20%

-5%

1%

20%

-5%

10%

10%

10%

10%

10%

10%

10%

10%

41

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Brand 6

Brand 7

Brand 8

Brand Funnel

10%

10%

10%

10%

10%

10%

10%

10%





10%

10%

10%

10%

10%

10%

10%

10%

20%

-5%

1%

20%

-5%

1%

20%

-5%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

10%

Brand Driver

43

Brand Drivers

Brand drivers are a great way to help guide and influence your branding in the marketplace. A Brand Driver Analysis

gives you a deeper understanding of brand perception and how it is perceived relative to your competitors. A Brand

Driver Analysis consists of both functional and emotional attributes, since both are involved in consumer’s decision-

making and in influencing brand perception.

By identifying brand drivers and the attributes that drives the brand you can expand a brands’ identity and define

which strategies should be the focal point in the process of developing the brand and differentiate it relative its

competitors.

44

0

5

10

15

20

25

30

3501/05/2002

01/06/2002

01/07/200201/08/2002

01/09/2002

Series 1 Series 2

Brand Drivers

The chart shows the brand perception of Brand X relative to the listed competitors. The result for each brand driver

is shown as a percentage of those who know the individual brands.

Base: Aided awareness of each brand

Results and

impactDrivers

45

This model ensures an overall overview

of how the brand performs in terms of

brand loyalty, as well as how brand

loyalty is influenced by the customers

assessment of the chosen brand

drivers. These brand drivers all have an

impact on brand loyalty. This correlation

based model makes it possible to

identify which drivers should be

improved, strengthened, monitored or

maintained in order to strengthen brand

loyalty.

Driver1

Driver5

Driver2

Driver3

Driver4Brand loyalty

Identification of brand loyalty drivers

Driver6

Driver7

Driver8

Results and

impactDrivers

46

Driver1

Driver5

Driver2

Driver3

Driver4 Brand loyalty


Driver6

Driver7












loyalty.

Results and

impactDrivers

47

Driver1

Driver5

Driver2

Driver3

Driver4

Brand loyalty


Driver6












loyalty.

Results and

impactDrivers

48

Driver1

Driver5

Driver2

Driver3

Driver4

Brand loyalty













loyalty.

49

68

48

72

49

60

Echo-friendly Professional Customer-centric Innovative Focus on local community

Brand Drivers – Overall brand perception of main brand

The chart illustrates the average perception of each brand driver for the main brand. The brand driver with the highest score is the

brand with the highest brand linkage and brand perception.

50

Based on the customers' response

patterns, it is possible to estimate

which brand driver has the greatest

impact on brand loyalty and which

brand drivers have less impact.

Customers perception of the

individual brand drivers and the

individual drivers’ impact on the

overall brand NPS can be placed in

the priority map shown.

Customers’ perception of the

individual brand drivers are

presented on the vertical axis of the

priority map, where the impact of

the brand drivers are presented on

the horizontal axis. All brand

drivers are somewhat important

and should be something that

brand constantly should focus on.

The priority map, on the other

hand, shows which brand drivers

should be prioritised when working

on improving brand loyalty.

How to interpret the priority map:

Threats should always be

prioritised over strengths,

opportunities and weaknesses and

it should be prioritised in this order.

Opportunities

AdaptIf it is possible to influence the

customer's perception of the

importance (impact) of the brand

driver, it can become a strength.

Conversely, it is also important

to maintain a high level of brand

perception and thus avoid the

brand driver becoming a

weakness

Strengths

MaintainIt is essential to maintain and or

seek to strengthen the drivers

that have great impact on brand

loyalty and achieves high brand

perception.

Weaknesses

MonitorIt is important to monitor brand

drivers with little impact on brand

loyalty that achieves low brand

perception. If customers'

perception of the importance

(impact) increases, the brand

driver can become a threat and

thus have a negative impact on

brand loyalty

Threats

PrioritiseDrivers that achieve low brand

perception but have great impact

on brand loyalty should be given

the highest priority. The right

strategy will provide the greatest

increase in brand loyalty

Avera

ge b

rand p

erc

eption s

core

Impact on brand NPS

High

HighLow

Low

Priority map – Impact on XXs’ brand NPS

51

The priority map for Brand X shows

the brand drivers that are considered

threats, strengths, opportunities and

weaknesses.

Prioritise the brand drivers that have

the most impact on customer loyalty.

The brand drivers should be

prioritised in the following order:

Ave

rag

e b

ran

d p

erc

eptio

n s

co

re

Impact on brand NPS

High

HighLowLow

Priority map – Brand X

Threats

Strengths

Opportunities

Weaknesses

Reliable

Easygoing

Inspirational

Original

Innovative

Fashionable

Trendy

Value for money

Sustainable

40,0

45,0

50,0

55,0

60,0

65,0

70,0OpportunitiesAdapt

ThreatsPrioritise

WeaknessesMonitor

StrengthsMaintain


Brand NPS

53

Net Promoter Score

The Brand Net Promoter Score is a management tool that can be used to measure the loyalty of a company or

brand’s customer relationships. The Brand Net Promoter Score identifies your brand’s Promoters (loyal customers),

Passives (satisfied but indifferent customers) and Detractors (unsatisfied customers). You can use Net Promoter

Score as the key measure of your customers’ overall perception of your brand.

With the Net Promoter Score you can identify your primary focus when working with your brands customer

experience hence reduce churn and create customer promoters that enhance and accelerate the growth of your

business.

54

Net Promoter Score

The Net Promoter Score and the shares of Promoters, Passives and Detractors for Brand X is shown in the figure.

Main Brand

51The Brand Net Promoter

Score is calculated by using

the answer to one key

question, using a 0-10 scale.

The question the Net

Promoter Score is based on

is: How likely is it that you

would recommend the brand

to a friend or colleague?

40 = 11,6%

93 = 26,9%

212 = 61,5%

0 1 2 3 4 5 6 7 8 9 10

detractors passives promoters

NPS= %PROMOTERS-%DETRACTORS

55

Net Promoter Score

The Net Promoter Score and the shares of Promoters, Passives and Detractors for Brand X and the competitive

brands.

Brand1

51


Promoters Passives Detractors

Brand2

51

Base: 500 interviewsBrand3

49


47


51


Brand6

51


51


49


47


51


56

Net Promoter Score


brands.

Brand1

51



Brand2

51


49


47


51


Brand6

51


51


49


47


57

Net Promoter Score


brands.

Brand1

51



Brand2

51


49


47


Brand5

51


51


49


47


58

Net Promoter Score


brands.

Brand1

51



Brand2

51


49


47


Brand5

51


51


49


59

Net Promoter Score


brands.

Brand1

51



Brand2

51


49


Brand4

51


51


47


60

Net Promoter Score


brands.

Brand1

51



Brand2

51


49


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Documents

Brand logo - Userneeds Bran… · strategy development, and is a key indicator of a brand's market performance. Brand awareness refers to the extent to which customers and potential