Brand Strength
What is Brand Strength?
Brand strength describes a brand’s ability to be the preferred choice, command price premiums, and secure future cash flows. It is based on both mental factors (e.g., awareness, associations) and market-related factors (e.g., loyalty, differentiation, availability).
Brand Strength at a Glance: The Brand Iceberg
In the Brand Iceberg Model by the company Icon Added Value (developed in the 1990s), brand strength is measured using six behavioral science–based criteria.The model distinguishes between short-term (brand image) and long-term (brand equity) categories, thus providing a holistic view of a brand’s substance and impact:
Brand Image = Above the Waterline The brand image is visible, rational, and quickly perceptible. It includes the following KPIs:
- Vividness – What does the brand stand for?
- Uniqueness – In what ways does it differentiate itself clearly from others?
- Appeal – How appealing is the brand to its target group?
Brand Equity = Below the Waterline
Brand equity is emotional, relationship-oriented, and long-term in its effect. It consists of the following KPIs:
- Likeability – Is the brand liked?
- Confidence – Is it considered reliable and credible?
- Loyalty – Do customers remain faithful to the brand?
How Strong is Your Brand?
Mit dem Markencheck erhalten Sie in Kürze ein individuelles Marken-Dashboard über die Performance Ihrer Marke im Vergleich zum Branchendurchschnitt. Damit wird die aktuelle Stärke Ihrer Marke sichtbar und ungenutzte Potenziale offen gelegt.
With the Brand Check, you will soon receive an individual brand dashboard showing your brand’s performance compared to the industry average. This makes your brand’s current strength visible and uncovers untapped potential.
Contact
Would you like a non-binding conversation on the topic? We are happy to support you in measuring and increasing your brand strength. Our experts are available by phone at +49 89 273 73 54 00 or by email at info@biesalski-company.com.
