Is my brand strong or vulnerable, as compared with competition? Brand Spring provides a one number summary; and the drivers of success in the market.

We believe that an instinctive, holistic response is the key to understanding a brand because consumers’ reactions to a brand are at an instinctive level. Consumers don’t think in terms of attributes! If the brand is right, then everything tends to fall into place. Perhaps the great thing about branding is that you don’t have to think about the details.

The model seeks to explain overall strength or the Brand Spring in terms of:

  • Familiarity Brand’s history and presence play a very important role in shaping perceptions. This is the end result of everything the brand has done in the past, including timing, activation, product, and communication. We call this effect ‘mass’ or ‘familiarity’. It is measured in terms of usage, trial, and knowledge about the brand
  • Esteem What people think about the brand today, after removing the effect of mass or familiarity. Esteem is the result of what the brand’s past is, and what it does or stands for today. It is the future-focussed part of equity: helping us to tell whether or not the brand has dynamism, or ‘Spring’ to do well in the future. It is particularly important for new brands or niche brands

To get the basic scores, you need to ask just 3 sets of questions - the key question being overall opinion. This means that we require just a few minutes of interviewing time. The Spring model is suitable for onetime measurement as well as tracking.

The associated valence or actual value of Brand Spring score is indicative of brand’s position vs. expectation and its potential for growth. It is usually represented through colour codes – green is better, yellow is average, and pink is worse.

Brand Spring Advantage

  • Simple, parsimonious measure The essential questions take less than 5 minutes to answer. It’s easy to tag these questions on to any study or tracker. It works absolutely fine when completed online via Smartphones, as well as other modes of interview
  • Founded on a basic insight: knowledge and familiarity play a central role in shaping brand perceptions; and we need to understand and separate this effect at every stage of the analysis