Capturing the Shifts in Customer Attention Through Brand Affinity Switchings

Attracting Attention is an elusive yet a must-have for any brand to make an impact. eBrandValue's metrics capture the shifts in customer attention based on a novel approach that is deeply grounded in the consumer behavior model. eBrandValue's time-tested metrics are also proven to be leading indicators for sales. Increasingly, eBrandValue's metrics and its suite of branding approaches are becoming the new standard for modern brand management practices. At the heart of the eBrandValue's methodology lies brand affinity tracking. Brand affinity switchings tell you why and how your customers are defecting to competitors and whether your new customer acquisition efforts are paying off.

Tolga Akçura
Oct 5, 2020

Customer Attention Shifts and Miller Brand Affinity Switchings

eBrandValue's metrics and its suite of branding approaches are becoming the new standard for the modern brand management practices. At the heart of the eBrandValue's methodology lies brand affinity tracking. Brand affinity switchings tell you why and how your customers are defecting with their attentions to competitors and whether your new customer acquisition efforts are paying off.

As an example, take Miller, a beer brand. Q1, Q2 & Q3 brand affinity switchings are presented using quarter-over-quarter and year-over-year comparisons for 2019 and 2020 in the picture. The numbers on the strips show the incoming brand affinities and outgoing brand affinities to/ from Miller, respectively. The numbers at the center, next to Miller brand show total outgoers, brand affinities switching away from Miller to competition. What can the brand managers learn from this? When looking at Q1 & Q2, one sees that Miller has been gaining strength since its net outflow, or outgoers decreased from 2.03 to 0.71 and 1.28 to 1.10, Q1'19 to Q1'20 and Q2'19 to Q2'20, respectively. However, this strengthening trend suddenly gave in during Q3'20, 0.88 in Q3'19 increased to 1.27 in Q3'20. A deeper look identifies that higher alcohol content brands gain attractiveness and Miller drinkers preferred more spirits and stronger beers. Further, by looking at the specific contents and brand affinity influencing memes, deeper insights can be generated. eBrandValue platform provides an ease of drilling down to the trend drivers and underlying causes/activities behind brand affinity changes, helping to identify real impact on attention.

Since all this activity is happening in mindshare, it is possible to identify who and/or which segments have higher likelihood of defection. Brand managers gain a significant arsenal of tools to be deployed by their weapons: eBrandValue can formulate and track the success of the actions. The managers can learn whether the new found value propositions and communications are preventing customer loss and gaining back customer Attention, close to real time using eBrandValue platform.

eBrandValue's brand affinity metrics create a customer funnel, addressing all the steps from awareness, interest, to desire and action. In turn, all these metrics feed to 12-m sales forecasting, providing the resulting actions' annual sales lifts.

Realtime and continuous nature of eBrandValue metrics helps the managers to have an on-going check on the pulse of their brand's affinity and attention. By looking at the patterns during peak/trough points, memes and/or developments that break-through the clutter and gain customer attention in a meaningful way can be identified, clustered and acted upon.

To learn more about eBrandValue Platform, and how such metrics influence brand value, contact us using the form below.