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| The Brand Strength Monitor / RDE – Chart of the Week | Facial Moisturizer

March 5th, 2020 Comments off

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.      

     

If you have questions about your category or want your own Chart of the Week – give us a call.      

     

This TBSM / RDE assessment among major Facial Moisturizer brands was taken among 750 women and led to the following insights:

 

 

  • Olay is the category leader in terms of both RDE Composite and brand preference.  It leads all other brands for each of the three RDE dimensions, with its lead being largest for Relevance and smallest for Differentiation.  Olay is particularly strong among women age 55+ in terms of both preference and RDE.
  • In general the category is emotionally driven, with the Emotion dimension being highest for all but one brand.
  • Both Aveeno and Neutrogena have very similar RDE profiles and Brand Preference levels, with Aveeno having a slight edge in Differentiation and Neutrogena a small lead in both Relevance and Emotion. as well as brand preference levels.  Both brands are more driven by medium to light category users versus most of the competition.
  • As luxury brands, both Clinique and Lancôme have somewhat higher brand preference levels than expected from RDE Composite, which is not uncommon for premium brands.  Both brands lag in terms Relevance in comparison to Emotion (especially for Clinique) and Differentiation (especially for Lancôme).  Both brands also fare well among younger, higher income and better educated women who are heavy users in the category.
  • L’Oreal and Cetaphil have very similar RDE profiles (L’Oreal is slightly stronger on all three dimensions), with the least variation between the three RDE dimensions.  However, Cetaphil is stronger among the 18-34 age segment while L’Oreal draws the most support from respondents age 35-54 and draws more support from higher income respondents than does Cetaphil.
  • The RDE composite is strongly related to brand preference in this category, with a correlation of 0.88

 

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| The Brand Strength Monitor / RDE – Chart of the Week | Chocolate Candy

March 5th, 2020 Comments off

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.

If you have questions about your category or want your own Chart of the Week – give us a call.

TBSM / RDE assessment among major Chocolate Candy brands was taken among 1,000 men and women. Out of eight brands tracked, the leaders for each of the three equity dimensions (Reese’s, Hershey’s and Godiva) were examined, leading to the following insights:

  • The Hershey Company’s eponymous chocolate brand leads all its competitors in terms of Relevance.  This is likely related to the company’s heritage, being founded in 1894, and wide array of Hershey’s branded chocolate products.  However, the brand is not perceived as different, particularly among older respondents.
  • Godiva is the leader in Differentiation.  While premium brands have a tendency to be perceived as different, Godiva outpaces the other premium chocolate brands included in our study (Ghirardelli and Lindt).  Godiva’s strong equity position, particularly in terms of Differentiation, is driven strongly by women, and preference for the brand is much higher among the more mature (age 55+) demographic.  However, as more of a niche, premium brand, Godiva lags behind the mass appeal brands in terms of Relevance.
  • Reese’s enjoys a fractional advantage over Hershey’s for category leadership on the Emotion dimension.  This emotional connection was likely built over time through clever and memorable advertising campaigns.  These ranged from early “Collision” ads (“Hey, you got peanut butter on my chocolate!”), through the tie in with the release of E.T. the Extra-Terrestrial and the long running “How do you eat a Reese’s?” campaign.  Reese’s shows strength in each RDE dimension, resulting in the category’s highest composite RDE score.
  • Reese’s leadership in RDE corresponds to its category leadership in brand preference, with Hershey’s the runner-up on both metrics.  Godiva leads the premium segment in terms of brand preference, thanks to its strength in terms of perceived Differentiation.

 

 

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| The Brand Strength Monitor / RDE – Chart of the Week | Streaming Services

February 5th, 2020 Comments off

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.

If you have questions about your category or want your own Chart of the Week – give us a call.

TBSM / RDE Assessment of 10 streaming video service brands collected in December 2019 among about 400 male and female steaming video service users led to the following insights:

  • In its second month in existence, Disney+ finds itself already competing with the big streaming players in terms of preference and RDE composite.  This is not surprising given that it achieved 10 million sign-ups on day one and is estimated to reach 25 million by the end of the first quarter of 2020.
  • Netflix holds a strong lead in both preference and RDE – leading other brands in all three dimensions.  This is not surprising giving its industry leading 60.6 million US subscribers (note Amazon doesn’t report number of Prime Video users and the 100 million Prime subscribers get a bundle of benefits including free one-day shipping).
  • However, comparing to August 2019 tracking results, Netflix appears to be hit hard by the Disney+ in terms of preference.  Netflix preference dropped over 10 percentage points in December vs August, nearly the same as the total Disney preference level in December of 11.7%.  Netflix RDE also appears to be affected most by the Disney entry, particularly relevance.
  • Disney+ lags somewhat in relevance, as this dimension is typically most strongly tied to current sales level.  However, expect Disney+ relevance to rapidly increase as subscribers continue to be added and for its overall RDE to move past Hulu’s.  With Disney+ already leading Hulu in Differentiation and Emotional connection, expect also Disney+ subscribers to quickly surpass Hulu’s 28.5 million in the U.S.
  • Preference for Disney+ skews more strongly among younger and middle age women and somewhat toward more lighter users of streaming video services.  Hulu also skews towards younger women but skews much more toward heavy users.  On the other hand, Netflix preference is strongest among older women and medium users.
  • Then which services have preference skewed more towards males?  Primarily the YouTube properties as well as some of the smaller sports-oriented services.

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