A premium haircare brand · brand-health study
Growth is not yet brand equity: first learn what consumers actually remember about you.
The brand was growing through online channels but faced a classic new-brand question: had sales and traffic become a clear, distinctive consumer perception? The team needed to test funnel performance, purchase drivers, competitive barriers and marketing effect together, rather than mistake short-term traffic for durable brand equity.
Every step reproducible
- 01ezTest
Establish a 1,000-person equity baseline
Quotas for age, city and income covered the target market, measuring the brand’s position in awareness, consideration, purchase, first choice and associations.
- 02
Compare directly with premium competitors
The product and competitors were compared in haircare and efficacy contexts to identify the specific reasons the brand was chosen or passed over.
- 03
Test whether marketing builds memory
Marketing reach and effect were included in the BHT framework to test whether activity was building valuable brand perception.
- 04
Set brand-building priorities
The study showed online growth had not automatically created distinctive associations, prioritizing communication of professional efficacy and category breadth.
- 1,000人established the brand-equity and marketing-effect baseline
- 全漏斗awareness, consideration, purchase, first choice and associations tracked together
- 增长 ≠ 心智identified that online traffic had not yet become distinctive equity
- 专业功效defined the next brand-building communication priority