CONFIDENTIAL“Brand Relationship Survey”
Visualize the psychological relationship that customers have with your brand
Provide hints on the value and points of contact to be offered as a brand in the future.

For further detail:info-india@intage.com
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Use Scenario <1>

Do you have any of these issues?

You’d like to re-examine your brand’s value.
How do consumers perceive the value of your brand?

You’d like to identify specific measures to take tobuild your brand.
How can you ensure your brand succeeds in a diversifying market?

2
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Use Scenario <2>

Do you share any of these concerns when conducting research?

You’d like to measure brand loyalty, not just awareness or overall liking.

It’s difficult to determine the relationships consumers
construct psychologically with the brand...

Probing about consumers’ relationships withmultiple brands, including competitors, can bedifficult…

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3Brand management takes on a "relational" dimension

Ascertaining the Relationship between Customers and the Brand⚫ The strength of bonds cannot be sufficiently ascertained through a brand attitude score alone.

Conventional realm of
brand management

New realm of
brand management

Brand Equity Pyramid

LoyaltyStage

Attitudinal
Score

BR
Score
Brand Relationship
score

Brand
Relationship

Bonds(Attachment/Bonds)

Brand Image(Impression formation)

Brand Awareness

LikingNeutral(Recognition)(Source: Keller 2013/Kubota 2013)
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4Brand management takes on a "relational" dimension

Dividing Customers into 4 Segments⚫Customers are divided into 4 segments in line with the extent of their loyalty, based on their attitudinaland BR scores.

⚫Strategies for increasing BONDS and LIKERS are then considered in order to nurture a stronger brand.

BONDS
BR Score

REJECTERS/UNAWARERSNEUTRALS

LIKERS

Attitudinal Score
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5Brand management takes on a "relational" dimension

BONDS’ behavioral characteristics⚫ When brand relationships become closer and customers feel a connection with the brand, behavioral
characteristics that go beyond mere purchasing are observed.
Repeat purchase(Retention)

Brand
Relationship

Recommendation(Positive word of mouth)
Resistance to aspersion(Supporters/Evangelists)
Absolute differentiation(Rejects comparison/Differentiates brand)■ Toward the realization of cyclic marketing
BONDS’ behavior such as recommendation and support
promote the circulation of beneficial information to a brand.
(Source: Kubota 2013)
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6Brand management takes on a "relational" dimension

BONDS’ behavioral characteristics - from test study on laundry detergent◆ Resistance to aspersion◆ Repeat purchase

Q. Would you react against someone’s criticism
about the brand?

Q. How much do you intend to continue choosing it?
Definitely
willchoose

NeutralAgree

Probably
will not◆ Recommendation

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NeutralDisagree◆ Absolute differentiation

Q. Would you post comments in praise online?
Agree

NeutralDisagree

Q. Do you not think very much aboutbrands other than your brand?
Agree

NeutralDisagree7

BR Score Measurement⚫ Brand relationships are about perceptions of connection with a brand⚫ The strength of this perception can be ascertained through 3 elements⚫ The base is “Sense of unity”, with “Emotion” and “Pride” strengthening perceptions of connection(perceptions of bonds)* Scores are calculated using unique INTAGE weighting based on measurement questions for the three elements

SENSE OFUNITY

Customers feel the brand is indispensable
when talking about themselves

Connection withselfEMOTIONBR
ScoreExcitement
When the sense of unity strengthens, customers
feel emotional (attachment and/or pleasure)

PRIDEThe desire toboast about thebrand
When the sense of unity strengthens, customers
evaluate the brand positively, and feel proud about it(Source: Created by INTAGE based on Kubota 2010)
Copyright© 2024 Intage INDIA Private Limited All Rights Reserved.

8

Attitude Score Measurement⚫ Brand attitude is a traditionally used concept in marketing research in order to predict/explain customer purchase behavior.
⚫ Measurements are generally taken of customers’ evaluations of a brand as being something they “like/dislike” or find “good/bad”.

Emotional
evaluation(Like/Dislike)

Attitudescore

Awarenessevaluation(Good/Bad)

OverallImpression(Positive/Negative)* Scores are calculated using unique INTAGE weighting based on measurement questions for the threeelements
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9

Examples of Deliverables

Loyalty Segment Composition by Brand⚫ Brand A has the largest proportion of “BONDS+ LIKERS”⚫ Brand E has a comparatively large proportion of BONDS, but also has a large proportion of REJECTERS, and can be said
to be a brand strongly loved by a certain segment of customers.

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Examples of Deliverables

Bond Balance Sheet⚫ Brand E has a large proportion of BONDS, and needs to increase its LIKERS⚫ Brands D and G have a small proportion of BONDS, and need to increase their BONDS⚫ Brand A has a sufficient proportion of BONDS + LIKERS, and needs to increase its BONDS

Attachment-based

Brands strongly loved
by niche clientele

Proportion of “BONDS” to “BONDS” + “LIKERS”

Attachment-based
among set clienteleCopyright© 2024 Intage INDIA Private Limited All Rights Reserved.

Brands that have nurtured
attachment regardless of quality
or image evaluations

Performance-based
Brands with quality or images
that are widely positively
evaluated

11

Examples of Deliverables

Brand Image Comparison⚫

Brand A rates higher than the competition on “Removes dirt well”, “Gives a white finish”, and “User friendly”.
40%

Importance
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G

35%
30%
25%

20%
15%
10%

5%

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* Sorted by importance

12.4
3.0
7.4
8.7
1.3
1.7
0.9
5.1

None

5.3
1.9
4.7
4.0
2.5
2.5
16.6
5.3

Prevents wrinkles

3.6
8.0
4.7
3.8
9.6
3.8
4.4
5.4

Prevents color loss

9.4
4.5
10.5
8.3
3.2
2.9
3.2
6.0

ingredients

4.6
5.8
6.1
4.9
3.8
4.4
12.8
6.0

1.4
1.3
1.1
1.6
1.7
1.7
24.7
4.8

4.5
4.1
4.9
4.4
2.3
4.6
2.0
3.8

1.6
1.1
1.4
1.3
1.7
0.6
2.0
1.4

11.0
17.2
19.7
23.116.9
20.2
26.4
3.8

Contains natural

16.5
5.4
9.2
11.4
3.0
4.0
1.5
7.3

trouble

2.2
14.2
4.5
4.0
27.7
4.0
1.2
8.3

Saves washing time/

13.4
5.6
14.1
12.2
3.8
8.8
1.5
8.5

materials

2.7
11.2
4.9
3.8
26.0
2.5
14.5
9.4

Good ingredients and

Mild to clothes

3.6
8.8
9.7
4.2
6.6
3.8
40.4
11.0

Packaging is good

Rinses off quickly

19.5
10.6
13.7
17.4
8.3
8.8
3.5
11.7

residues

Long lasting scent

19.8
7.3
21.4
15.8
9.1
9.0
4.912.5

Does not leave powder

Bleaching effects

25.8
5.8
28.5
22.3
6.8
6.5
3.8
14.2

Gives a sort of finish

24.1
12.3
19.1
20.7
9.1
14.4
12.0
14.4

Mild to skin

6.5
30.0
9.5
6.7
39.2
10.0
5.8
15.4

User friendly

36.4
8.6
27.0
29.9
6.8
9.8
1.7
17.2

Deodorizing/ Air

Gives a white finish

935
349
362
225
111
170
266
1,043

freshening effectScent is good

Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G
ImportanceeffectRemoves dirt well

30.1
31.5
25.631.9
16.4
34.9
2.3
24.7

ｎDisinfecting/ Sterilizing

Reasonably priced

0%

Highest out of 7 brands

12Examples of Deliverables

Brand A Customer Rank Progression Analysis⚫ Focuses on the 2-step path on which brands progress simultaneously on both loyalty and purchase⚫ Clarifies the brand images important to rank progression, and the brand touch points that nurture those images.

Brand A Purchase

HEAVY

LIGHT

BONDS / HEAVY

Brand A Loyalty

BONDS

LIKERS

3.8%

12.9%

②

Non-purchasers

3.0%

4.3%

LIKERS / LIGHT

15.2%

29.1%
①NEUTRALS

1.8%

2.0%

REJECTERS

0.4%

0.1%

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NEUTRALS / Non-purchasers

What brand images and touchpoints are important in rank
progression with BONDS /HEAVY?

What brand images and touchpoints are important in rank
progression with LIKERS /LIGHT?

26.4%

4.7%

Dummy data13

Examples of Deliverables

Brand A Customer Rank Progression Analysis – Image Comparison by Segmet⚫ In order to progress in rank to Liker/Light User, there is a large gap on basic functional images such as “Quality is good” and “Removes
dirt well”.
⚫ In order to progress in rank to BONDS/Heavy User, there is a large gap on personality/added value function images such as “Reliable”,“Deodorizing/Air freshening effect” , “Disinfecting/Sterilizing effect” and “Vibrant”.
Important images for rank progression toward LIKERS/LIGHT

Basic functional
imagesCopyright© 2024 Intage INDIA Private Limited
All Rights Reserved.

Important images for rank progression toward BONDS/HEAVY

Added value functions/emotional/personality images

14

Solving Your Issues

You’d like to re-examine your brand’s value..
How do consumers perceive the value of your brand?

BR Survey defines the direction to take when renewing a brand, byclarifying the brand value perceived by those who feel a connection
to or who like the brand, as well as identifying the brand’s
differentiators vis-à-vis competing brands.

You’d like to identify specific measures to take to build your brand.
How can you ensure your brand succeeds in a diversifying market?

BR Survey can be leveraged in brand enhancement strategies toidentify segments that feel a connection to or who like the brand, toanalyze gaps between these segments, and to clarify relevant
messages and directions for brand personality development in orderto enhance the brand.

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15

Looking forward to working with you

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