StatBrand Strategy
The more a campaign builds the brand, the more likely it is to lift profit sharply
% of cases reporting very large profit increases
0 branding effects15.6%
4+ branding effects47.9%
In the IPA Effectiveness Databank, 47.9% of cases reporting 4+ very large branding effects also reported very large profit increases, against 15.6% of cases with none. The share rises at every step: 15.6%, 23.7%, 35.1%, 35.3%, 47.9%.
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StatStrong brand building triples the odds of a big drop in price sensitivityStatPricing power kicks in only once brand building clears a thresholdPrincipleBrand building protects price by giving people a reason to buy that isn't priceCaseFairy Liquid invested through the recession and came out with a wider price premiumWarningTreating a premium brand as a cash cow in a recession gives up its pricing power