Brand Experience Shouldn’t Be Measured in a Vacuum

by Jan-Eric Anderson

This is the first post in a four-part series. Part two covers a fresh way to look at brand engagement. Part three examines a better way to assess brand image and part four summarizes the advantages of the Brand JuJu Index.

The world doesn’t work the same way it did 10 or even five years ago, so it should be no surprise that the tools that most marketers use to measure brand health no longer give a clear picture of how to best improve brand performance. That’s why we built the Brand JuJu™ Index — to help identify your brand’s most opportunistic problems to solve and help you outsmart versus outspend the competition.

JuJu is what we call the aura that surrounds a brand — the “juice” it has with consumers. What makes our Brand JuJu Index different is the way we take the total picture into consideration and group our findings to reveal new insights.

By viewing a brand comprehensively, we’re able to identify the key factors that exert the most influence — and the action to take accordingly.

Three key areas

We group findings from our Brand JuJu research into three big buckets:

  • Experience — Measures how consumers know the brand on several levels, including actual use and its emotional impact.
  • Engagement — Measures how deeply consumers are tied to the brand through meaningful interactions.
  • Image — Measures how the brand is perceived in the minds of consumers.

To measure brand experience, you must consider more than performance

In the Brand JuJu model, experience is a total view of how consumers know the brand, ranging from actual use to intangible emotional impact. Most brands will measure performance, but we add cognitive experience and belonging to the mix of measurements. Think of it as a “mind, body and soul” approach to judge a consumer’s experience with the brand.

For instance, a soap brand may focus on performance to discover that consumers like the scent and have positive experiences with the way it cleans their hands. Based on this data, they would likely expect consumer satisfaction to be high.

We’ve discovered with the Brand JuJu Index that this is not always the case.

Some things overshadow the brand’s performance and have a greater impact on health. These include cognitive factors, like how consumers think about soap beyond its usage, and belonging issues, like how the soap brand you use helps people identify with a group. The Brand JuJu Index measures all these factors and identifies strengths, weaknesses and opportunities for improvement.

Discover more of what Brand JuJu can do for you

In future blogs, we’ll look at how we measure Engagement and Image and show how all three of these key drivers work together to provide a very clear picture of where your brand stands in the world. More importantly, we’ll show you how we use this information to help you get the most bang for your marketing buck.

Download our Brand JuJu white paper to learn more about why our approach offers a better way to measure brand health and discover how you can outsmart versus outspend your competition.

Download the white paper >

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