ASSESSING BRANDING STRENGTH: COMPARING MARKETER JUDGEMENT AND CONSUMER DATA FOR BRAND IDENTITY ELEMENTS

Summary from the TLDR Marketing newsletter

Relying on intuition over consumer data can harm branding, as seen when Tropicana's packaging change caused a 20% sales drop. A study of 405 brand elements from 50 brands found marketers often overestimate brand fame and underestimate uniqueness compared to consumer views. Research showed marketers were only slightly better at judging logos and were more accurate in groups than alone.