quantilope's second wave of its Better Brand Health Tracking (BBHT) study for the body wash category shows a decline in Mental Market Share for Native (the study's focal brand) among both men and women. However, using key Mental Availability metrics and Mental Advantage analysis, Native has actionable steps forward to regain momentum in the category.
About quantilope’s Better Brand Health Tracking solution:
Based on the work of the Ehrenberg-Bass Institute for Marketing Science, quantilope's BBHT solution is built on the well-respected industry concepts of Category Entry Points, Mental Availability, and Mental Advantage analysis. By learning why, when, and where consumers think about shopping in your category (Category Entry Points), which brands come to mind in those instances (Mental Availability), and which brands perform better or worse than expected (Mental Advantage) you're left with actionable takeaways to grow and future-proof your brand. These metrics go beyond traditional brand tracking studies which typically focus on funnel metrics, brand equity, and brand value.
BBHT studies are designed with a category focus (in this case, body wash), analyzed based on the buyer (body wash buyers), and provide brand-specific reporting (we chose Native as our brand of focus). To cover the category, we measured a broad range of large and small brands: Dove, Suave, Old Spice, Bath & Body Works, Olay, Axe, Dial, Nivea, Caress, Lumē, up&up, and of course, Native. The quarterly study captures category and brand insights from n=600 US respondents each wave, ensuring they have purchased body wash in the past 6 months.
Next steps for declining Mental Market Share:
Although wave 2 of this BBHT study points to a declining Mental Market Share for Native's male/female buyers, it also shows actionable steps forward through Mental Advantage analysis.
Mental Advantage analysis highlights which brands in the category perform better or worse than expected - given two important factors: 1.) the brand's relative size in the category, and 2.) how common/typical the measured attributes and associations are to the category. Because Mental Advantage analysis accounts for these two factors, it essentially 'levels the playing field', creating a fairer comparison between brands of different sizes (something traditional brand health trackers don't typically do). Larger industry names are simply more likely to be recalled, potentially inflating perceived associations even if those associations aren't particularly strong. The same goes for brand attributes/Category Entry Points that are inherently associated with the category, like 'refreshing' for beverages and 'durability' for cars; these are more likely to be associated with brands simply because they are expected within the category. Fortunately, Mental Advantage analysis takes all this into account to reveal unique (sometimes 'hidden') selling points and opportunities.
So what does this mean for Native?
As of wave 2, Native reported a significant Mental Advantage for two brand associations: 'has all natural ingredients' and 'has sustainable ingredients'. Because they have such a significant 'ownership' of these advantages in the category, Native is well-positioned to put existing messaging around these associations on hold for now, and focus on new associations/Category Entry Points for growth - ones where no other brand currently has an advantage yet are considered top associations within the category at large.
To find out what these new areas for growth are for Native, and to explore brand tracking metrics for all nine other body wash category brands included in this brand tracking survey, access the complete dashboard below!
