PowerBrand™
Power Brands are brands that are superior to competitors’ and are likely to engender greater loyalty and increased selection and purchase regardless of price and promotion. Simply put, a Power Brand is what all brands aspire to be.
But, how do you know whether your brand is a Power Brand? What is it specifically about a brand — in definable, tangible terms — that makes it a Power Brand?
Power Brands are superior in their category on five dimensions: Differentiation, Esteem, Customer Satisfaction, Aspiration Match, and Extension Lift (used for co-branding/line extension).
RTi, in cooperation and partnership with Harry Heller of Research Consulting offers the Power Brand Study: category specific, strategic custom research to identify the ways in which a company can improve its brand relative to other brands in the category. In short, research designed to provide actionable recommendations on how to achieve Power Brand status for your brand.
The Power Brand study is a large scale study encompassing all major brands within the category. For each of the included brands, we create the following indices using a composite of specific, researchable measures:
- Differentiation Index
- consumer perceptions of the brand’s uniqueness
- Esteem Index
- define consumer attitudes toward the brand
- Satisfaction Index
- brand user satisfaction with product and/or service as well as customer loyalty
- Aspiration Index
- degree to which each respondent’s self definition of importance of category product or service characteristics match their perceptions of each brand’s delivery of these characteristics
- Extension/Lift Index
- the strength of the brand as a co-branding partner and/or as an extension into a related category
All five of these indices are combined to calculate the Power Brand Index of all the major brands in the category.
By exploring the components of the Power Brand Index, specific strategies are developed with the client to identify strengths and weaknesses of the brand. The goal of these strategies is to provide actionable steps that can be prioritized and implemented to increase the Power Brand Index relative to the index of competitors to make the client’s brand a Power Brand.