What is the difference between Brand Equity and Brand Health?

→ represents the value of a brand, built from all its market activities—name, image, advertising, service quality, and more. It’s the reason consumers prefer one brand over another and may even pay more for it.

→ tells us how the brand has evolved and where it’s heading. It includes metrics like advertising awareness and brand perceptions.

At MSW Research we use advanced techniques like brand franchise analysis and RDE analysis to assess consumer connections with your brand and monitor key trends.

Let’s discuss how we can help elevate your brand with our advanced tracking methods.

Brand health hinges on two dimensions: market strength and perceptual strength.

These dimensions come together in a two-by-two grid:

⭐ Top Right: High-Performance Stars
These brands excel in both market and perceptual strength.

🎯 Top Left: Niche Brands
High perceptual strength but low market strength.

🔖 Bottom Right: Generic Brands
High market strength but low perceptual strength, often seen as copies with a price point advantage but lacking perceived worth.

❓ Bottom Left: “So What” Brands
Low in both market and perceptual strength, this quadrant is both a graveyard and a nursery.

New Brands start here and might migrate to become high-performance stars, or migrate to become niche brands or generic brands. All new brands invariably start in the bottom left quadrant.

However, declining brands also move towards this quadrant until they eventually exit the marketplace.

Understanding these dynamics is crucial for brand strategy and growth.

At MSW Research, we help brands navigate these quadrants to maximize their potential and longevity.

So, are you taking care of your brand’s health?

Brand health tracking isn’t just about data collection, it’s about actionable insights that drive tangible growth.

It’s crucial to conduct a comparative analysis to identify performance gaps vis-a-vis competitors.

Are there awareness deficits? Is your brand lacking saliency or association with key usage occasions?

At the heart of brand growth lies the expansion of penetration—the acquisition of more users. Understanding the barriers to entry is key. Is there a missing product variant or an untapped usage occasion?

We meticulously dissect these barriers, devising strategies to eliminate them. From targeted messaging to incentivized trials, our goal is to mitigate perceived risks and encourage trial.

Retention is equally paramount. If users aren’t seeing the value, we need to address it head-on. This comprehensive approach isn’t just theoretical; it’s proven effective.

Take, for instance, a dietary supplement we transformed from a fledgling product to a market leader within two years.

Curious to learn more? Reach out, and let’s explore how brand health tracking can propel your brand to new heights.