Brand Switching Analysis

When you hear “brand switching,” you can think of social media authors developing preferences for different brands within the same sector over time. “Brand Switching Analysis” is the study of those movements and the greater patterns of behaviour that emerge from them. eBrandValue harnesses the strength of these insights across the entire sector to provide brands with a competitive and strategic advantage.

eBrandValue Marketing Operations
eBrandValue Marketing Operations
Jul 29, 2019
Brand Switching Analysis
“Brand Switching Analysis” is one of the most powerful insight-generating tools available for marketers today.

What is Brand Switching Analysis?

When you hear “brand switching,” you can think of social media authors developing preferences for different brands within the same sector over time. “Brand Switching Analysis” is the study of those movements and the greater patterns of behaviour that emerge from them. eBrandValue harnesses the strength of these insights across the entire sector to provide brands with a competitive and strategic advantage.

Method and Approach to Insight Generation

Here’s an example:
Let’s say Bob likes Potato Chips. We know this because Bob continuously interacts with Potato Chip companies on social media. He might join their social-media hosted giveaways, participate in their competitions, like their videos on Facebook or maybe he just mentions their products in a social media post of his own (in a positive light of course!).
Bob might interact with several brands of potato chips on social media, but its likely that one brand in particular gets more of his attention and affection online. When this brand emerges for Bob, we can say that Bob has “affinity” for that brand over all others.
Over time, Bob’s “affinity” might change if he starts engaging with another brand at the expense of others in the sector, including his old favourite. If he does this for a long enough period of time, we say that Bob has “switched” his brand affinity to another brand.
The key here is to figure out WHY.

Bob might have switched for any number of reasons:

– Perhaps Bob prefers the taste of a new product that was just launched by a competing brand…

– Maybe a competing brand had a two-for-one campaign that Bob liked…

– It could be that a competing brand hired one of Bob’s favourite athletes as their spokesperson…

Or maybe there was a recent news article about the unhealthy sodium levels in the products of the brand he used to like…

Looking at the behaviour of only one person, it’s difficult to understand what “triggered” Bob to “switch” from one brand to another.

Now imagine taking a step back and seeing the switching behaviour of all consumers in the sector as they switch between brands over time. At this scale, you can match large-scale consumer movements to campaign releases, paid influencer promotions and other macro-level brand actions.
Being able to identify the causes of these consumer migrations lies at the heart of having a strategic advantage in the sector.

Competitive Advantages of Using “Brand Switching Analyses” in Your Marketing Strategy

This analysis gives you several competitive advantages:

– When you release a new campaign, hire a new influencer or take any action as a brand, you can study the real-time “switching response” from your loyal customers and adjust your message in a fast and informed manner.

– You can prepare for new campaigns by studying the historical switching responses to your previous campaigns.

– You can test which of your actions as a brand will cause the most “incoming” switching, in which customers switch their brand affinity from competing brands to yours. By understanding the trigger points for these movements, you can optimise them for business growth.

– You can study the successful and unsuccessful campaigns and actions of your competitors, particularly those who are taking the “affinity” of your loyal customers.

– By looking at “switching” movements across the entire sector, you can uncover the deeper mechanisms that influence consumer behaviour for that particular industry.

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