MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.      

If you have questions about your category or want your own Chart of the Week – give us a call.      

TBSM / RDE Assessment of 8 mid-range hotel brands among over 800 male and female users of hotel services led to the following insights:

• Courtyard by Marriott leads all brands in terms of both RDE composite and brand preference, followed by Hilton Garden for both metrics.  As mid-plus properties, it makes sense that they have the highest levels of both Differentiation and Emotion versus all other brands studied (Hyatt Place is also mid-plus but is likely constrained overall by a relatively low number of locations).

• In addition, Courtyard, Hilton Garden and Hyatt Place are each particularly strong in terms of RDE among heavy and moderate hotel services users.  In contrast, Holiday Inn Express is the overall RDE composite leader among light hotel services users.

• Holiday Inn Express is the lone brand for which Relevance is the strongest of the three RDE dimensions.  This is likely due to the chain’s very large number of locations.

• The contrast between Holiday Inn Express and Holiday Inn is interesting.  Express has a slight lead in Relevance due to its ubiquity.  Moreover, Express holds a much more commanding lead in terms of Differentiation.  This may be due to generally newer properties and perks (free breakfast, free wifi) that differentiate it from Holiday Inn or also its business orientation that would appeal to road warriors.  On the other hand, Holiday Inn holds an advantage in Emotion over Express, possibly due to heritage and also the presence of full-service restaurants, bars and event space.

• Fairfield Inn and La Quinta bring up the rear in terms of RDE composite with remarkably similar profiles.  Comparing the two, Fairfield is somewhat stronger among younger people while La Quinta is relatively stronger with 55+.  Fairfield is also stronger in the Northeast, especially in terms of relevance, while LaQuita is relatively stronger among lower income individuals.

• The RDE composite is strongly related to brand preference in this category, with a correlation of 0.89.  Hyatt Place exhibits somewhat lower preference than might be expected from its RDE level, likely due to the relatively lower number of properties versus the other brands studied.

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories. 

If you have questions about your category or want your own Chart of the Week – give us a call.

RDE Assessment among major Credit Card brands was taken among 500 men and women. Comparison of the results between American Express, Discover and one of the leading bank card issuers (Capital One) led to the following insights:

• American Express lagged its rivals in terms of Relevance, likely due to the brand being accepted at fewer retailers given the higher fees the brand charges retailers.  Capital One leads in Relevance likely due to broad acceptance of the Visa and Mastercard networks and the fact that in terms of cards in circulation the brand is close to parity with Chase as leader in the category.

• On the other hand, American Express leads in terms of Differentiation.  The card is still viewed as a luxury brand which is typically a strong differentiator in the minds of consumers.

• Capital One and Discover lead American Express in terms of Emotion.  Capital One likely builds emotional connection with consumers through heavy advertising often featuring celebrities such as Jennifer Garner.  Discover also has a strong advertising presence and appeals such as no annual fee and first year cash-back match may build loyalty and likelihood to recommend.

• Capital One’s lead in overall RDE score reflects its lead versus American Express and Discover in terms of both brand preference and share of cards in circulation.

• On the other hand, American Express leads the other two brands in RDE among heavy credit card users, driven by very strong Differentiation and Emotion levels among these key consumers.

• Discover has a relative strength among women, but also surpasses Capital One among heavy users.