January 2023 wave results are now live! We’ve shared some of the top 10 most popular and favorite brands on our LinkedIn page . Do not hesitate to follow us!
Focusing on the US market, we’ve seen the gap between two of our main indicators: Popularity and Favorite brands.
While the first one is a unique composite index, designed to be predictive of the purchase intent, the second one reflects the presence of a brand in consumer’s minds.
If being part of both tops is definitely an indicator of success, the differences in performance across the two highlight strengths and weaknesses for the brands. And Disney is a great example for explaining this further.
Disney, or how the strength of usages and habits doesn’t mean you can stop improving your brand positioning.
Disney is the most favorite brand among 0 to 14 years old in the US in January 2023. The brand is spontaneously mentioned by both the youngest and the oldest. If it is slightly more mentioned by girls, it also well performs among boys. Good job! This means the brand settled its presence in kid’s minds, being part of their daily lives. Disney+ is probably a key factor in this success.
But, when looking at top 10 most popular brands among the same target, Disney isn’t part of it.
As we’ve explained above, this isn’t because of a lack of awareness, this isn’t because of a lack of transversality, this isn’t because kids don’t like the brand – their most favorite one.
Then, why?
This is because the commitment towards Disney is weaker than towards key competitors.
Driving popularity and purchase intent is also a matter of generating something on top of what other brands do.
This includes offering consistent and relevant products / services. Brand management isn’t limited to the brand itself, but also its capacity to extend its offer to other categories and targets – while respecting the brand DNA.
Curious about how to develop strong strategies for your brand? Connect with us!
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