Brand Associations

Driver Associations is a combination of 2 KPIs overlayed to provide deeper brand insight:

1. Purchase Drivers firstly measures what purchasing priorities are most valued by your target audience in the decision process for your category.

2. Brand Associations will then measure the alignment of your brand, and your chosen competitor brands, against these same drivers to reveal gaps and opportunities. This is a crucial step towards understanding your growth potential and positioning in the market.

As this KPI is lower in the brand stage funnel, we do not recommend brands who are earlier in their brand growth to track this KPI: this will only provide noisy and irrelevant data to your brand performance understanding.

Brands who have first established higher levels of Brand awareness and Brand Understanding will inevitably gain more relevant insights from this KPI. Generally we advise that brands gain an awareness level of 35%+ amongst their target audience before beginning to measure and track their Driver associations levels. This will also help to achieve more reliable results with lower margins of error.

This KPI is strongly linked to usage or purchase behaviour, and therefore measuring this in line with marketing activity can provide an indication towards effectiveness of sale. If you are missing the mark in one or two core consumer priority areas this can provide an undoubtedly strong indication that your marketing spend may be misaligned with the outgoing message.

How do we ask it?

Brand Associations KPI is asked alongside a brand’s name and logo, with drivers listed as multi-select below. Therefore, the results of this strongly tie with a consumer’s emotional and associative resonation with your brand at the purchase decision moment. Question text of Brand association part of the Driver association KPI is "What do you most associate with this brand?". List of options used in Brand association part of Driver association KPI is reusing the same values used in Purchase drivers to allow for data comparability. Respondents can select multiple associations available in the question. Options are limited to 5 with additional options "None of these" and "I don't know" that un-check all other options selection on the current question screen.

• The list of drivers and associations is defined by Latana research team based on the industry specifics and using an established library of drivers and associations.

What do you see in the app?

Driver associations are delivered as independent KPIs where the range of predictions varies from 0 to 100%. The highest percentage displayed among the five indicates the top priority in the driver.

Latana recommendations

Brand consideration, when assessed alongside Driver associations, can provide a crucial narrative of the decision making process amongst your target audience. After gathering information on the attributes you either make or miss the mark with your target audience, Brand Consideration can take your insights one step further and directly indicate your positioning in the purchase decision process against your competitors.

Brand preference, similarly to Brand consideration, when assessed alongside Driver associations, can provide understanding of your purchase or usage strength and brand loyalty.

To note, industries vary in the combination of these KPIs due to differing purchase decision motives. Therefore it is complementary to understand the competition level within the industry alongside the consideration and preference of a brand. Especially for those industries that do not foster multi-brand usage.