The most important brand KPIs of beer brand Corona.
Posted: Tue Dec 17, 2024 6:32 am
What does the research say?
As said, the results surprised us too. We now present the results and first discuss the initial situation, then the effects of corona in general on Corona, and then see whether the communication of Corona itself has had any influence and if so, in what direction.
Starting situation
Corona, it is not the first beer we think of. Corona does not enjoy a strong brand preference and scores a six overall, both before and after COVID-19, as figure 1 shows. It is a beer that (almost) everyone knows: 95% indicate that they know the beer.
Corona brand awareness in a graphic.
Grade (figure 1)
What does corona do with Corona?
The beer brand has been in the news for months. That started in February. In April, the brewer was ready to stop production and considered renaming it for a month. So there has been a lot of communication about it. And that is reflected in the change of the most important brand KPIs: awareness, associations, attitude and resonance, see figure 2.
Figure 2
Explanation: we explained these concepts in the Blokker brand roast , but they are derived from Keller 's brand model . Building a brand starts with creating brand awareness. Then you build associations that are either about your performance or evoke a certain image. The next step in creating brand-driven customer value is the formation taiwan telegram data of a positive attitude . If it is about performance, we call it functional attitude . Is it about image? Then we call it symbolic attitude . It is in fact about what the brand does for you and what that means to you. The last step is then entering into a relationship with the brand. We call that resonance . Finally: the crucial step in building a brand happens in the second step: the associations . Keller states that you must have strong, positive and unique associations to make the step from associations to attitude. That is why we attach so much value to questioning the associations and then measuring the extent to which they are positive and unique for the brand in question.
Where many proponents of keeping the name cite the (increased) brand awareness as an argument, we see that the awareness of Corona is decreasing. In addition, we see that the number of associations is increasing strongly and the direction of those associations is decreasing strongly. But what is becoming much more unique for Corona: that the functional attitude is decreasing strongly.
These effects are significant (and therefore marked with an asterisk). The symbolic attitude remains the same and the relationship with the brand seems to decrease (but not significantly). The fact that it is not significant is probably because the resonance was already low. In short: Corona is going down big time because of corona.
As said, the results surprised us too. We now present the results and first discuss the initial situation, then the effects of corona in general on Corona, and then see whether the communication of Corona itself has had any influence and if so, in what direction.
Starting situation
Corona, it is not the first beer we think of. Corona does not enjoy a strong brand preference and scores a six overall, both before and after COVID-19, as figure 1 shows. It is a beer that (almost) everyone knows: 95% indicate that they know the beer.
Corona brand awareness in a graphic.
Grade (figure 1)
What does corona do with Corona?
The beer brand has been in the news for months. That started in February. In April, the brewer was ready to stop production and considered renaming it for a month. So there has been a lot of communication about it. And that is reflected in the change of the most important brand KPIs: awareness, associations, attitude and resonance, see figure 2.
Figure 2
Explanation: we explained these concepts in the Blokker brand roast , but they are derived from Keller 's brand model . Building a brand starts with creating brand awareness. Then you build associations that are either about your performance or evoke a certain image. The next step in creating brand-driven customer value is the formation taiwan telegram data of a positive attitude . If it is about performance, we call it functional attitude . Is it about image? Then we call it symbolic attitude . It is in fact about what the brand does for you and what that means to you. The last step is then entering into a relationship with the brand. We call that resonance . Finally: the crucial step in building a brand happens in the second step: the associations . Keller states that you must have strong, positive and unique associations to make the step from associations to attitude. That is why we attach so much value to questioning the associations and then measuring the extent to which they are positive and unique for the brand in question.
Where many proponents of keeping the name cite the (increased) brand awareness as an argument, we see that the awareness of Corona is decreasing. In addition, we see that the number of associations is increasing strongly and the direction of those associations is decreasing strongly. But what is becoming much more unique for Corona: that the functional attitude is decreasing strongly.
These effects are significant (and therefore marked with an asterisk). The symbolic attitude remains the same and the relationship with the brand seems to decrease (but not significantly). The fact that it is not significant is probably because the resonance was already low. In short: Corona is going down big time because of corona.