10 components of the MarketFORENSICS™ System
Why MarketFORENSICS™ is a system
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The “Cause – Action – Effect” approach to brand analysis
CAUSAL dimensions:
- BRAND dimension – brand’s identity, personality and attributes
- CONSUMER (psychographic terrain) – consumer personality, needs, behaviors
- MARKET (economic terrain) – market and trade forces e.g. pricing, distribution
ACTIONS – before choice / after choice
- STRATEGIC ADVANTAGE – alignment of consumer fit, market fit, brand relevance, product involvement
- CHOICE MEDIATORS – the role of emotions, moods and values, beliefs, attitudes
- COMMUNICATION Cues – advertising, promotions, word-of-mouth, reference groups
- CHOICE ACTIVITY – intentions, choice dynamics, purchase activities, consumption
- CHOICE OUTCOMES – satisfaction, perceived value
EFFECT dimensions
- CURRENT POSITION, i.e. brand competitiveness, brand loyalty and equity
- FUTURE POSITION i.e. brand’s state of health, going forward / momentum / marketing power
COMPONENTS: THE BRAND AS A SYSTEM