3. Festival of #NewMR
2019
Fame
If a brand comes readily to mind,
it must be a good choice
Feeling
If I feel good about a brand, it
must be a good choice
Fluency
If I recognize a brand quickly, it
must be a good choice
Reflects current
market share
Predicts future market
share growth/decline
Your toolkit to
build market share
What behavioral and marketing sciences tell us
4. Festival of #NewMR
2019
CAN WE ACCELERATE?
Recognised by many
category buyers – need
creative enhancement/
investment to accelerate
speed of recognition
CAN WE STRENGTHEN
EVEN FURTHER?
Existing asset strengths –
continue to build with consistency
SHOULD WE CANCEL OR
KEEP?
These are elements, not assets –
assess whether to drop, or
whether to maintain in the
‘background’
CAN WE BROADEN?
Quickly and easily recognised by
some buyers – assess pros/ cons
of trying to broaden recognition
◄|Breadth|►
◄ | Speed | ►
CATEGORY GENERIC STRONG DISTINCTIVE ASSET
CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET
How to qualify brand assets?
Breadth is the % of the sample selecting the
brand correctly
Speed of acceptance is the inversion of number
of seconds needed to link the specific asset to a
brand; axes based on average time (database)
Note: All brand logos were blurred and brand
names removed from slogans in the survey, but
are included here in their original form for clarity
6. Festival of #NewMR
2019
Head & Shoulders -
Blue
Gold - Pantene
Gold - Slek
VS Sassoon - Red
Ginger Wang - Red
Hazeline - Green
Lux - GoldRejoice - Blue
◄|Breadth|►
◄ | Speed | ►
CATEGORY GENERIC STRONG DISTINCTIVE ASSET
CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET
Colors is a difficult asset to own for most brand in Hair Care
category
Breadth is the % of the sample selecting the
brand correctly
Speed of acceptance is the inversion of number
of seconds needed to link the specific asset to a
brand; axes based on average time (database)
Note: All brand logos were blurred and brand
names removed from slogans in the survey, but
are included here in their original form for clarity
7. Festival of #NewMR
2019
Clear
Ginger Wang Shampoo
Hazeline
Head & Shoulders
Lovefun
Lux
Pantene
Slek
VS Sassoon
Rejoice
◄|Breadth|►
◄ | Speed | ►
CATEGORY GENERIC STRONG DISTINCTIVE ASSET
CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET
3 out of 10 brands achieve to have a distinctive packaging that is
supporting the brand
Breadth is the % of the sample selecting the
brand correctly
Speed of acceptance is the inversion of number
of seconds needed to link the specific asset to a
brand; axes based on average time (database)
Note: All brand logos were blurred and brand
names removed from slogans in the survey, but
are included here in their original form for clarity
CATEGORY GENERIC
9. Festival of #NewMR
2019
Asahi
Heineken
Kirin
Carlsberg
Corona
Erdinger
Hoegaarden
Kronenbourg 1664
Sapporo
Tiger
◄|Breadth|►
◄ | Speed | ►
STRONG DISTINCTIVE ASSET
CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET
Most logos are working as good asset for beer brand in
Singapore
Breadth is the % of the sample selecting the
brand correctly
Speed of acceptance is the inversion of number
of seconds needed to link the specific asset to a
brand; axes based on average time (database)
Note: All brand logos were blurred and brand
names removed from slogans in the survey, but
are included here in their original form for clarity
CATEGORY GENERIC
10. Festival of #NewMR
2019
Carlsberg
Corona
Heineken
Hoegaarden
Kronenbourg 1664
Sapporo
Erdinger
Tiger
◄|Breadth|►
◄ | Speed | ►
Breadth is the % of the sample selecting the
brand correctly
Speed of acceptance is the inversion of number
of seconds needed to link the specific asset to a
brand; axes based on average time (database)
Note: All brand logos were blurred and brand
names removed from slogans in the survey, but
are included here in their original form for clarity
STRONG DISTINCTIVE ASSET
CANCEL OR KEEP? POTENTIAL DISTINCTIVE ASSET
Brand signifiers aren’t strong distinctive assets except for Tiger
and Kronenbourg 1664
CATEGORY GENERIC
11. Festival of #NewMR
2019
Annie Low
Senior Research
Associate
Ashley Gray
Senior Client Manager
Ed Harrison
Managing Director,
ANZAlice Arnould
Client Manager
Xinyu Tok
Senior Research
Associate
Mavis Tan
Senior Research
Associate
Glaucia Marques
Client Manager
Chengwee Wang
Associate Client
Director
Rhys Beccaris
Associate
| Our APAC team