SYSTEM TOOLBOX

24 Core models and 66 Additional Analytical tools

The issues covered by the MarketFORENSICS™ System are:

Sensory experiences
Brand franchise
Mind dominance
Total branding power (“signal strength”)
Brand “signal” gap analysis
Brand core competencies Kano Quality model
Competitive quality
Consumer benefit ratios
Brand image mapping
User imagery
Brand salience
Brand personality
Brand affinity
Brand differentiation
Brand identity
Brand identity edge
Consumer need states
Consumer behavior states
The psychographic terrain
Psychographic segmentation
Values and beliefs
Price sensitivity
Key price point identification
Competitor price resistance
Trade / channel influences
Product involvement
Brand relevance
Consumer fit
Market fit
Strategic advantage
Communication cue impact
Part of identity perceived to be communicated
Brand emotional quotient
Role of moods / “mood mapping”
Purchase intentions
Brand preferences
Consideration sets
Strength of heritage
Repeat purchasing pattern
Substitutability
Switching causes
Brand choice activity
Usage analysis
Brand satisfaction
Emotional response to satisfaction
Benefit-value ratio
The value differential
Emotional value
Brand competitiveness
Brand loyalty
Brand equity
Customer retention
Brand momentum
Brand trust
Brand extension potential