BrandTrends Popularity Index is our master key indicator.

Developed for being predictive of brand purchase intent, it helps you in defining the priorities for building strong brands and merchandising strategies. 

 

The Popularity Index may be leveraged in many different ways. One of them is our Brand Matrix, compiling both Popularity Index and Purchase Intent for the Top 30 most popular brands. 

It is illustrated below, with an example on China, April’21, Girls 10 to 14 years old. 

 

This map illustrates multiple key learnings 

 

From a methodology standpoint, it confirms the correlation between Purchase Intent and Brand Popularity. 

It also shows how competitive is the landscape, with a large number of brands reaching the same levels of Popularity and Purchase Intent – and how important it is to drive Popularity for driving growth.  

Among brands, Lego meets a winning positioning, being definitely the most popular and appealing brand. 

While rankings second on popularity, Frozen is behind on purchase intent and should work on strengthening its performances. 

It is also interesting to see that top brands include several cross-genders brands (Lego, Minions, Mickey Mouse, Spongebob Squarepants, Tom&Jerry…) which develop different strategies than girl’s brands (Frozen, Barbie, Disney Princess, Snow White…). This raises the importance of being aware of the target’s expectations. 

 

Don’t hesitate to connect with us for better understanding on how to build a strong and successful Popularity Index. 

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