…In a nutshell, what brands do you buy and why?
The awareness of the brand, the loyalty of the users of the brand and how much they like the brand are all rather academic constructs as all these measures highly correlate with each other and ultimately with the brand’s universe of users. All can be modeled using a Dirichlet distribution model.
The proportion of people who are brand-aware can be modeled from the proportion that are spontaneously aware of that brand. With X number of total users there will be Y number of loyalists and Z number of people who love and recommend the brand. If users drop, liking, awareness and loyalty levels will drop all in parallel. If you asking about liking of brand you will find we all like the brands we use at pretty equal levels.
To illustrate the point, here is an example of data taken from a quite typical brand tracking study where the statistical correlation between brands purchased in the last 12 months and all the other core metrics measured in the brand tracking study has been calculated. The correlation for nearly every metric is above 0.85 and some metrics in the high 0.9’s.
So you could argue that the only brand equity question really worth asking in a brand tracking survey is: “Which of these brands do you use?”