Brand Equity Averages

Below are the averages for the brand equity measures across all eight teams in the community, including 123 brands and 45 categories, from over 220,000 observations. Teams may consider using this data in sales collateral or as baseline references in charts. Stay tuned for average lift by categories.

Absolute Scores

Measure Scale No recall Recall Lift 0 assets 1 assets 2 assets 3 assets 4+ assets Average
Regard 1 – 7 3.88 4.91 26.55% 3.91 4.73 4.91 5.03 5.27 4.28
Relevance 1 – 7 2.60 3.73 43.46% 2.62 3.55 3.70 3.82 4.17 3.04
Differentiation 0 – 100 39.52 61.34 55.21% 39.97 57.22 61.46 64.06 69.10 47.95
Trust 0 – 100 44.76 64.73 44.62% 45.18 60.90 64.90 67.50 71.73 52.48
Brand Preference Top box: Is the one I prefer 15.80% 38.40% 143.04% 16.40% 35.50% 37.40% 40.20% 45.40% 24.50%
Usage Top box: Use regularly or often 9.70% 25.40% 161.86% 10.00% 22.40% 24.60% 26.50% 32.20% 15.70%

Teams in the community: Bears, Bills, Browns, Broncos, Lions, Packers, Saints, Texans

Indexed Lift Scores

Measure Scale No recall Recall Lift % lift for each asset compared to no recall (0 assets) 1 asset 2 assets 3 assets 4+ assets
Regard 1 – 7 3.88 4.91 26.55% 20.97% 25.58% 28.64% 34.78%
Relevance 1 – 7 2.60 3.73 43.46% 35.50% 41.22% 45.80% 59.16%
Differentiation 0 – 100 39.52 61.34 55.21% 43.16% 53.77% 60.27% 72.88%
Trust 0 – 100 44.76 64.73 44.62% 34.79% 43.65% 49.40% 58.76%
Brand Preference Top box: Is the one I prefer 15.80% 38.40% 143.04% 116.46% 128.05% 1145.12% 176.83%
Usage Top box: Use regularly or often 9.70% 25.40% 161.86% 124.00% 146.00% 165.00% 222.00%

Infographic

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