Enhance Brand Equity & Improve Consumers’ Purchase Intent

1
Enhance Brand Equity Improve Consumers
Purchase Intent
Our clients campaign aimed to position the brand
more prominently in the highly competitive cereal
market, especially against its main competitor,
X. Through this campaign, our client Y strived to
enhance brand equity and improve consumer
perception. The campaign touched on various
product categories, including Cornflakes, Bran,
Muesli, and Pre-sweetened cereals, highlighting
Ys focus on breakfast as a vital part of daily
nutrition. This article discusses the campaign's
impact, consumer insights, and the brands
competitive stance against X. Impact of Brand
Equity Campaign on Consumer Behavior GrapheneAIs
tool evaluated the online responses to the
campaign and was able to measure campaign recall
and the impact on both consideration and
purchase. Statistical analysis was run to compare
those who recalled the campaign versus those who
did not. Our client's campaign effectively
influenced consumer behavior by significantly
increasing product consideration and purchase
intent. According to consumer responses, the key
message resonated strongly, with the highest
recall rate compared to other campaign
messages. Consumers who remembered the campaign
demonstrated stronger purchase intent 43 of
those who recalled the campaign expressed
consideration for Y's products, compared to 31
among those who did not recall. Similarly, 24 of
consumers who remembered the campaign claimed to
have purchased a Y product, compared to only 18
among those who did not recall it.
2

• Consumers perceptions of Ys cereals centered
  around attributes like nourishment, breakfast
  being the best meal of the day, and cereals as
  improved nutritional choices. Some statements
  were common among those articulating the
  importance of breakfast, highlighting how the
  campaign successfully embedded the notion of
  health and well-being in its messaging.
• Brand Equity Comparison Our Client Y vs. Its
  Competitor X
• Y sustained a competitive edge over X across most
  categories, although the latter led to value
  perceptions. The two brands rivalry was most
  apparent in categories like Cornflakes and Bran,
  where Y had superior brand ownership for various
  attributes. In contrast, X held stronger
  positions in crunchy texture and price-related
  perceptions.
• Cornflakes Category
• In 2021, Y maintained dominance in the Cornflakes
  category, improving it is brand equity despite
  the minimal changes in consumer perceptions
  between 2019 and 2021. While both brands achieved
  an elevated level of recognition, Y held stronger
  associations with
• distinctive attributes like being part of a
  "healthy lifestyle," offering "great taste," and
  being "loved by children." On the other hand, X
  led in terms of value perception, specifically in
  offering "worth the price."
• Ys strength lies in key attributes such as high
  quality, a reliable source of fiber, and
  compatibility with dairy products. These
  attributes gave the brand a competitive advantage
  as consumers increasingly sought products that
  supported health and wellness. Notably, X
  retained ownership of more price-sensitive
  attributes, reflecting its competitive pricing
• strategy.
• Bran Category
• In the Bran category, Y solidified its leadership
  by owning all the key brand attributes in 2021.
  Consumer conversations about the product
  highlighted Ys superiority in areas such as
  fiber content, taste, and health benefits.
  Between 2019 and 2021, Y significantly widened
  its gap with X, with a notable increase in brand
  equity from 91 to 93, while Xs brand potential
  score declined from 76 to 73. This result
  reinforced the brands stronghold on the healthy
  cereal category, where consumers increasingly
  viewed Y as a reliable source of nutrition.
• Muesli Category
• The Muesli category showed more mixed results.
  While Y strengthened its equity score in 2021, Z,
  another major player, posed a significant
  challenge. Z dominated in key areas such as being
  "a good source of fiber" and offering "worth the
  price." Our client Y owned several vital
  attributes, including the perception of being "a
  great breakfast option" and having "no artificial
  ingredients." However, Zs ability to capture the
  value-conscious consumer segment indicated that Y
  needed to make further efforts in price and value
  perceptions to compete effectively in this niche
  category.
• Brand Equity in Pre-Sweetened Cereal and Other
  Categories
• The pre-sweetened cereal category exhibited
  positive sentiment growth in 2021. Our client Y
  focused on aligning these products with family
  values, ensuring that they were seen as not only
  a sweet indulgence but also part of a wholesome
  breakfast. The brand successfully emphasized
  attributes like being "great for kids" and "loved
  by children," helping to create an emotional
  connection with consumers.

3
Despite X and other competitors making strides in
the value segment, Y campaign demonstrated
success in expanding its consumer base by
emphasizing health, nutrition, and premium
quality. Even in categories like instant noodles,
where Y was a new player, the campaign yielded an
increase in positive opinion, though the brand
still trailed far behind established
brands. Brand Equity Challenges and Areas of
Opportunity While the Y campaign delivered
significant gains in several categories,
challenges remain, particularly in value
perception and some niche categories like Muesli.
Xs strength in offering value for money and Zs
dominance in the fiber-rich cereal segment
highlight the need for our client, Y, to develop
strategies that cater to price-sensitive
consumers while maintaining its premium brand
positioning. Furthermore, in categories like
instant noodles, where Y does not yet have strong
brand ownership, the brand needs to establish a
more distinct identity and leverage its healthy
image to differentiate itself from
competitors. The study also uncovered additional
insights specific to the client brand and its
product offerings these are not to be disclosed
in the interest of confidentiality. Implement
Brand Equity Analysis Based on AI Our client, Ys
campaign was successful in enhancing brand equity
and driving consumer consideration and purchases,
particularly in key categories like Cornflakes
and Bran. By emphasizing health, nutrition, and
family values, Y has solidified its reputation as
a premium breakfast option. However, though
opportunities for growth remain, the brand
continues to evolve in the market, and balancing
its premium image with affordability and value
will be key to sustaining long-term
success. Businesses' understanding of their
market position and customer interactions is
changing because of the incorporation of AI in
brand equity and benchmarking studies. Businesses
can make data-driven decisions that are in line
with consumer demands and market dynamics when
they possess the capacity to handle vast amounts
of data and derive valuable insights. AI-driven
market research presents a special chance for
firms to find undiscovered success factors,
enhance their product lineups, and solidify their
place in a market that is becoming increasingly
competitive. Contact us at GrapheneAI to gain
benchmarking insights and understand how you can
improve your consumers purchase intent.