Google


Monday, May 14, 2007

Brand perception and purchasing behaviour

The Marketing Week has published its most recent BrandIndex for the UK. The top UK brand is google, followed by amazon and many food brands. Earlier a retailer consultancy published its top 100 grocery brands. I wanted to see if there is actually an overlap in the brand perception and purchasing behaviour. While people’s perceptions about certain brands might change on a daily basis, they are probably unlikely to switch away from routinely purchased products.

I matched the top 100 of both series but found only 24 brands matching each other. This is suprising. It is strange that the BrandIndex misses the top grocery brand Coca-Cola, and Nescafe and Andrex which are the sixth and seventh most purchased brand. Nevertheless I derived the correlation between the sales rank, sales annual change, the BrandIndex rank, and the change in the BrandIndex. There is a strong correlation between change in sales and change in brand perception. This leads us to the conclusion that brand index rankings are less meaningful than the changes in brand perception.

However, all the correlations drop once I exclude Innocent which has seen amazing sales and brand growth.

sales rank

sales yoy change

BrandIndex rank

brand yoy change

sales rank

1

sales yoy change

0.175053

1

BrandIndex rank

0.347221

0.278955

1

brand yoy change

0.369169

0.773743

0.229243

1

1 comment:

Jonathan Salem Baskin said...

I wonder where Kleenex ranks? They've done a lot of new media things these days which I assume would raise their ranking among folks who follow that sort of thing, but does this 'branding' do anything for sales? I ponder the question in my latest post at Dim Bulb, http://dimbulb.typepad.com, and I'd be curious to know your thoughts on the subject.