or shared with other brands
Posted: Tue Dec 17, 2024 4:06 am
Figure 3. Strength of categorized associations by Johan Derksen and Akwasi.
Figure 3. Strength of categorized associations by Johan Derksen and Akwasi.
We see that for both brands the associations about the category (singer/rapper and analyst) are the strongest. This is in line with our findings that 40-60% of respondents have a category association. In strength, associations about the negative functional attitude come in second place for both brands. But for Johan Derksen they are much stronger (44% for Johan Derksen compared to 28% for Akwasi). This means that respondents are negative about what Johan Derksen does. On the other hand, a larger part is positive about what Derksen does than Akwasi (25% versus 12%). In other words: for Derksen the fourth place in strength and for Akwasi the eighth place.
A third difference is the negative symbolic attitude associations, which are stronger for Akwasi than for Johan Derksen (18% versus 12%). This means that people are negative towards what Akwasi means to them. But the biggest difference between Akwasi and Derksen is that Derksen has much stronger attributes than Akwasi: 48% versus 18%. Derksen has characteristics that almost half link to him compared to Akwasi, with less than a fifth having a characteristic that identifies him. Byron Sharp would call these distinctive brand assets : characteristics that lead to direct identification of the brand and are decisive for creating mental availability. One of the two pillars that ensure brand growth, according to Sharp (the other is physical availability , for an extensive description see the Kruidvat brand roast ).
Keller suggests that brand differentiation occurs when a brand has strong, positive, and unique associations. We’ve just looked at the strong associations. Time to look at what those associations are, how they are charged (positive or negative), and whether they are unique to the brands
Points of parity and points of difference
For an extensive explanation of points of parity (PoP) , also called category values, and points of difference (PoD) , also called USPs: see the brand roast of Coolblue . As stated, we primarily look at the associations that are mentioned often enough as an indication of strength. Of those associations, we now look at how positive they are (from very negative with a score of 1 to very positive with a score of 7) and how unique they are (many not at all unique with a score of 1 to completely unique with a score of 7).
Associations with Johan Derksen
Let's start with the most well-known brand, Johan Derksen. In figure 4 we see the strongest association (which more than 15% of respondents had) provided with the score on direction and uniqueness.
Figure 4. Points of Parity and Points of Difference by Johan Derksen.
Figure 4. Points of parity and points of difference by Johan Derksen.
What immediately stands out is that the india telegram data strongest association, the category of football analysts and presenters, is a PoD. Normally you would expect category associations to be a point of parity, because everyone in that category has that association. However, Johan Derksen is immediately seen as unique in his category. Because these associations are positively charged, this is a PoD. Derksen therefore distinguishes himself within his category in a positive way.
Also read: Kruidvat's brand roast: always surprising, always messy
Let's come to Derksen's attributes: they are also positively charged and quite unique for him: a score of 5.7 is high. The Dutch are not so outspoken in their judgment: they rarely give a 1 but also almost never a 7. This applies to all our research. The attribute that is most characteristic of Derksen is his own opinion. Almost half of the Netherlands has this association with Derksen, finds it positive and unique for Derksen.
The third association, as we have already seen, is the negative attitude towards what Derksen does: 42.7% has such an association and it is negatively charged (score 2.7) and unique to Derksen (score 5). This means that Derksen does have a brand problem and that problem is quite strong! The next association in strength is however the positive functional attitude: almost a quarter (24.2%) is very positive (score 5.7) and also find that very unique (score 5.7) to Derksen.
Figure 3. Strength of categorized associations by Johan Derksen and Akwasi.
We see that for both brands the associations about the category (singer/rapper and analyst) are the strongest. This is in line with our findings that 40-60% of respondents have a category association. In strength, associations about the negative functional attitude come in second place for both brands. But for Johan Derksen they are much stronger (44% for Johan Derksen compared to 28% for Akwasi). This means that respondents are negative about what Johan Derksen does. On the other hand, a larger part is positive about what Derksen does than Akwasi (25% versus 12%). In other words: for Derksen the fourth place in strength and for Akwasi the eighth place.
A third difference is the negative symbolic attitude associations, which are stronger for Akwasi than for Johan Derksen (18% versus 12%). This means that people are negative towards what Akwasi means to them. But the biggest difference between Akwasi and Derksen is that Derksen has much stronger attributes than Akwasi: 48% versus 18%. Derksen has characteristics that almost half link to him compared to Akwasi, with less than a fifth having a characteristic that identifies him. Byron Sharp would call these distinctive brand assets : characteristics that lead to direct identification of the brand and are decisive for creating mental availability. One of the two pillars that ensure brand growth, according to Sharp (the other is physical availability , for an extensive description see the Kruidvat brand roast ).
Keller suggests that brand differentiation occurs when a brand has strong, positive, and unique associations. We’ve just looked at the strong associations. Time to look at what those associations are, how they are charged (positive or negative), and whether they are unique to the brands
Points of parity and points of difference
For an extensive explanation of points of parity (PoP) , also called category values, and points of difference (PoD) , also called USPs: see the brand roast of Coolblue . As stated, we primarily look at the associations that are mentioned often enough as an indication of strength. Of those associations, we now look at how positive they are (from very negative with a score of 1 to very positive with a score of 7) and how unique they are (many not at all unique with a score of 1 to completely unique with a score of 7).
Associations with Johan Derksen
Let's start with the most well-known brand, Johan Derksen. In figure 4 we see the strongest association (which more than 15% of respondents had) provided with the score on direction and uniqueness.
Figure 4. Points of Parity and Points of Difference by Johan Derksen.
Figure 4. Points of parity and points of difference by Johan Derksen.
What immediately stands out is that the india telegram data strongest association, the category of football analysts and presenters, is a PoD. Normally you would expect category associations to be a point of parity, because everyone in that category has that association. However, Johan Derksen is immediately seen as unique in his category. Because these associations are positively charged, this is a PoD. Derksen therefore distinguishes himself within his category in a positive way.
Also read: Kruidvat's brand roast: always surprising, always messy
Let's come to Derksen's attributes: they are also positively charged and quite unique for him: a score of 5.7 is high. The Dutch are not so outspoken in their judgment: they rarely give a 1 but also almost never a 7. This applies to all our research. The attribute that is most characteristic of Derksen is his own opinion. Almost half of the Netherlands has this association with Derksen, finds it positive and unique for Derksen.
The third association, as we have already seen, is the negative attitude towards what Derksen does: 42.7% has such an association and it is negatively charged (score 2.7) and unique to Derksen (score 5). This means that Derksen does have a brand problem and that problem is quite strong! The next association in strength is however the positive functional attitude: almost a quarter (24.2%) is very positive (score 5.7) and also find that very unique (score 5.7) to Derksen.