Research Objective

• A personal care Brand Manager needed to re-define their communication strategy to further enhance their brand equity.
• They needed to understand the best way to improve brand equity among their target consumers.

Scope & Methodology

• Based on survey data, Structural Equation Modelling (SEM) was used to understand key equity themes in the category and the consumer importance hierarchy.
• We then identified which brands in the market owned the key equity themes and were most relevant to consumers.

Value Delivered

• The model gave the brand manager a clear sense of how to:
  • Fine-tune communication strategies and differentiate themselves vs the competition
  • Identify the most desired product attributes
  • Optimize the brand portfolio to promote consumer relevance & response.

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