BRAND DENSITY ANALYSIS
How do I learn my consumers' mental associations with my brand, its competitors, and its category?
A Brand Density Analysis will derive a Brand Density metric for your brand and its competitors. Developed by Kwantum, the Brand Density metric has been proven to be strongly correlated with market share in academic studies.
WHAT
OUR FOCUS: BRAND DENSITY ANALYSIS
Unveil the mental associations consumers have with your brand, its competitors, and its category.
HOW
DEVELOPING BRAND DENSITY ANALYSIS
It starts with a deceptively simple question: "When you think of Brand X, what thoughts come to mind?"
WHY
BRAND DENSITY ANALYSIS BENEFITS
Understanding your brand density will help you connect better with customers.
Growing your brand density will impact in-market performance.
WHAT
OUR FOCUS: BRAND DENSITY ANALYSIS
Unveil the mental associations consumers have with your brand, its competitors, and its category.
HOW
DEVELOPING BRAND DENSITY ANALYSIS
It starts with a deceptively simple question: "When you think of Brand X, what thoughts come to mind?"
WHY
BRAND DENSITY ANALYSIS BENEFITS
Understanding your brand density will help you connect better with customers.
Growing your brand density will impact in-market performance.
FROM
When you think of Brand X,
what thoughts come to mind?
COMES A CANDID, COMPREHENSIVE PICTURE OF YOUR BRAND IN YOUR CONSUMER'S MIND
BRAND ASSOCIATIONS
What people have in mind when they think about your brand.
A list of brand associations – consumers’ descriptors of your brand in their own words - ranked based on their frequency of mention.
Higher number of Brand Associations
=
Higher Brand Density Score
ASSOCIATION CONNECTIONS
What’s connected to the main associations and what descriptions are connected to each other.
An understanding the interconnectivity and how many brand associations are connected to other brand associations in the consumer’s mind, and how strong those connections are.
Higher number of Brand Associations
=
Greater Connectivity
UNBIASED AND OPEN-ENDED
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With the help of AI, Kwantum codes and tabulates the responses in your consumers' own words.
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It's unaided qual at the scale of quant.
WHY BRAND DENSITY
GAP IN CURRENT BRAND TOOLKIT
Most brands and marketers do not know, at scale, how the customer views and defines their brand in the real world. Most either know this from in-depth qualitative efforts, which are not scalable, or from tracking studies that pre-determine what the brand wants to stand for.
ACADEMIC RESEARCH-BASED
Brand Density is rooted in cognitive theory, brain research, the Spreading Activation Theory and thought-leading brand theory from Ehrenberg-Bass Institute.
TESTED AND PROVEN
Academic studies indicate that Brand Density is strongly correlated to market share.
CLARITY FOR MARKETERS AND BRANDS
Brand Density enables a marketer to determine which strategies and tactics will strengthen the density of their brand in the mind of the consumer. Higher density means higher purchase consideration and a larger market share.
Check out our papers:
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Assessing the impact of a brand crisis using Big Data: The case of the VW diesel emission crisis. In: DMA Annual Analytics Journal, 107-118. Authors: Vriens, M., Vidden, C., Chen, S., and Kaulartz, S. (2017).