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?