Winning the brand share battle

While brand share may look stable, the reality of today’s marketing environment is far more dynamic. Overall brand share dangerously disguises people’s movement from brand to brand and spending patterns across repertoires. The key to share protection and growth lies in managing this promiscuity.

To help brands thrive, ConversionModel thoroughly evaluates the two critical factors affecting brand choice: power in the mind (how people feel about a brand) and power in the market (situational factors such as price and availability that also influence decisions).

ConversionModel uses our understanding of individual consumers to provide detailed insights into category dynamics and spending patterns, pinpointing opportunities to attract new consumers, re-win existing ones and to optimise their spending.

 


Questions that ConversionModel can answer:

  • What potential is there to grow my brand?
  • Where are the risks and opportunities for my brand?
  • Which competitors pose a threat or opportunity for my brand – and what do I need to do to protect my brand share or gain from competitors?
  • How can I attract new customers or increase my share of customer’s spend?
  • What motivates people to use a particular product? And which market factors enable or restrict choice

How we’ve helped our clients

Identifying growth opportunities in new markets

ConversionModel, Brand & Communication

The challenge

A major European network operator needed to evaluate which new markets would provide the greatest opportunities for expansion.

Our approach

We used ConversionModel to analyse consumers’ needs and assess their commitment to incumbent brands across a range of different countries.

The insight

We identified the most promising markets, with the largest number of people open to changing their current provider.

Impact

The client launched a new operator brand into the two most promising markets, achieving more than 10 per cent penetration within the first 18 months.

Identifying barriers to growth

ConversionModel, Brand & Communication, Technology

The challenge

An initially successful new mobile operator was struggling to increase its market share beyond 2-3%, and battling low retention rates.

Our approach

We used ConversionModel to explore the brand’s competitive strengths and weaknesses in different regions, and reveal the market dynamics influencing brand choice, retention and conversion.

The insight

Weak network signals and late delivery of SMS messages were a barrier to brand loyalty and acquisition. Only those who were very young, and prepared to compromise quality in search of low prices, tended to remain loyal to the brand.

Impact

Our client’s market share doubled, and retention rates increased by 50%.

Key benefits of using ConversionModel:

  • Proven over 25 years as a model for understanding and predicting brand growth
  • Track record of driving brand growth for clients through tailored, actionable recommendations
  • Provides a holistic brand strength framework that links directly to behaviour and is essential to understanding a brand’s position in the marketplace
  • Delivered by the world’s leading brand and communications research agency with more than 400 experts worldwide
  • Rooted in a deep understanding of habits, decision-making and behaviour change

ConversionModel is one of our Brand & Communication research tools