nsaid brand equity study from brand acumen
TRANSCRIPT
Brand Nexus Study:
NSAIDsExcerpt of commissioned study to investigate the potency of exponential ingredient branding.
Nex
us
February 18, 2015
Brand Nexus Study: NSAIDs
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognitionParsing(ease) Graphetics Credibility Efficacy Reliability
Relevancy Sustainability Safety
Bayer
Aleve
Buffe
rinExcedrin
Advil
Motrin
Tyleno
l*
0 100 200 300 400 500 600 700 800 900 1000 1100 1200
82 97 79 80 72 82 69 58 96 80 89 83 80 96
84 89 95 84 97 87 90 95 90 88 95 91 86 94
69 80 76 83 77 79 86 90 79 71 68 62 70 85
73 63 68 58 68 64 56 63 68 73 76 61 65 73
80 86 81 75 63 69 70 73 87 85 84 86 79 86
61 58 83 76 83 78 88 70 76 80 68 64 61 75
79 82 60 67 74 84 64 67 79 84 86 79 70 69
Aleve: Perspectivisation Attributes: Brand Potency
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
Aleve: Embedded Attributes Brand EQ: Potency Metrics
Credibility Efficacy Reliability Relevancy SustainabilitySafety
Embedded Brand Potency Study
Bayer Aspirin
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
90
80
70
60
50
40
30
20
10
0 82 97 79 80 72 82 69 58
Aleve
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
90
80
70
60
50
40
30
20
10
0 84 89 95 84 97 87 90 95
Bufferin
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
80
70
60
50
40
30
20
10
0 69 80 76 83 77 79 86 90
Excedrin
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
70
60
50
40
30
20
10
0 73 63 68 58 68 64 56 63
Advil
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
80
70
60
50
40
30
20
10
0 80 86 81 75 63 69 70 73
Motrin
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
80
70
60
50
40
30
20
10
0 61 58 83 76 83 78 88 70
Tylenol*
Contextualization Glocalization LexicalSemanticsContrastiveLinguistics Morpho-Syntax SpeechRecognition
Parsing(ease) Graphetics
80
70
60
50
40
30
20
10
0 79 82 60 67 74 84 64 67