There are benefits to being a leading global brand, but when you need to devise strategies for staying on top, being perceived as good at everything is neither helpful nor realistic. Tracking results become meaningless, because respondents rate every aspect of your brand’s features highly, even if they don’t have the knowledge or experience to do so. Similarly, if your brand appears to be performing poorly in many areas, can you tell if this is the true picture or is something else biasing the results?

The Halo Effect

The halo effect is a well-documented phenomenon in both psychology and marketing, referring to a situation where the overall perception of a brand or object introduces bias into the way that people rate individual aspects of its performance.  The effects of halo are great for elevating a brand’s equity, but can also cloud market research analysis.

Brand Clarity

Our approach Brand Clarity seeks to remove the halo to give a clearer picture of brand performance. We use Constrained Components Analysis (CCA), a type of correlation, to investigate the relationships between the two variables - attribute items and brands.

Download our brochure to find out more about how this technique works.

What might cause a Halo effect? Relying on general impressions when providing a rating Inability (or unwillingness) of respondent to distinguish among dimensions Respondent gives the same rating on many, or all dimensions

Benefits of Brand Clarity Identify your true areas of brand strength Understand the size of the halo which surrounds your brand Uncover your competitors' key weaknesses Defend your brand against possible areas of attack Apply the technique retrospectively to existing data

Contact

To find out more about Brand Clarity and see how it can help you better understand customer’s perceptions of your brand, contact: