Brand Analysis

Karen Freberg introduces us to the analytical component of work in Social Media. We already know about SWOT and Situational Analysis. But I would also recommend using other theories that may help to understand whether a brand is successful or not.

Brand Wheel model that consists of 5 concentric circles.

5th circle — attributes (external, visual characteristics of branded products, description of forms, complexion)

4th circle — benefits (functional benefit behind the price of the goods)

3rd circle — values ​​(metaphorical ideas for example about morality or environment)

2nd circle — individuality (an attempt at animating, humanizing a brand, endowing it with purely human characteristics, for example, rating the sexuality of machines, how the brand would look if it were a person)

1st circle — the core of the brand, its mission (a publicly stated goal that is not embarrassing to pronounce)

A five-element brand measurement model.

1. brand value

the amount by which you can increase the price of the product due to the presence of the brand without quality improvements

2. brand leverage

an indicator that allows branding a new product and making it popular (for example, how much will MINI Cooper jackets be in demand?)

3. brand awareness

how many people recognize the brand

4. brand loyalty

how steadily the demand for products is kept (for example, everyone is complaining about the high prices for Apple products but still buys — hence, Brand loyalty is high)

5. brand power

how likely is it that if you increase the price of a product, you will still get it (allows you to ignore the price increase) 

6. brand relevance (compliance)

how much brand promotion matches the theoretical model

There are a lot more other models that we may use to check the strengths and threats of the brand. So, we may choose what to use depending on what we want to research.