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What does a brand’s purchase funnel reveal about brand’s strength?

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The BrandTrends purchase funnel identifies crucial areas for improvement and emphasizes the brand's appeal performance.
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Updated: Jan 25

By Marinette Dalbard, Client Servicing Director

The BrandTrends purchase funnel identifies crucial areas for improvement and emphasizes the brand’s appeal performance.

Everything begins with consumer awareness, knowledge, and presence in their minds.

Then there are the attitudes that describe client proximity, such as brand love or like.

The third step is ownership, which requires a connection with the brand as well as possession of one or more items.

It concludes with purchase intent and the urge for consumers to complete the transaction by acquiring new brand merchandise.

Let’s take a closer look at what the purchase funnel indicates about the brand’s strengths, flaws, and prospects.

Below is the purchase funnel of Miraculous: Tales of Ladybug and Cat Noir in France – Jan’22:

A nice place to start with Brand Awareness

The Miraculous: Tales of Ladybug and Cat Noir is well-known among youngsters aged three to nine.

This is an excellent spot for the brand to start in order to become well-known and remembered by customers.

In order to develop attraction, the brand must now remain connected to consumers.

The Attitudes even settle the proximity to consumers.

In terms of affinity, the brand performs well, with a big number of girls who adore it.

This is a perfect situation for boosting purchase intent.

An Ownership illustrating the potential for the brand

The brand’s ownership is typically positive, although it falls short of the levels of affinity.

This indicates that not all of the brand’s fans have purchased a product, resulting in a positive consumer demand gap (the difference between purchase intent and ownership) and, as a result, the brand’s sales prospects.

The confirmation of the appeal with Purchase Intent

Purchase intent is higher than ownership, indicating a favorable consumer demand gap – and consequently better brand sales in the next 8 to 12 months.

Furthermore, from 0 to 9, there is no requirement to admire the brand in order to purchase it, hence increasing the commercial brand’s potential.

Regarding the overall performance of the brand across age groups

The brand has a strong position in the 0 to 2 age group and should focus on increasing awareness while maintaining high proximity and attractiveness.

The brand reaches its greatest performance between 3 and 6. However, a minor customer demand gap mitigates this due to the little difference between buy intent and current ownership. The brand should attempt to increase purchase intent even more by leveraging its stellar results.

The brand is slightly behind on attitudes among children aged 7 to 9. They could bolster their position by offering relevant products that bring them closer to the goal.

The brand does well among children aged 10 to 14, although it has less appeal. This is most likely attributable to the target’s brand expectations rather than the brand itself.

More licensed products should be released by the licensees of Miraculous: Tales of Ladybug and cat Noir. Consumers have high expectations, and sales should naturally follow according to the purchase funnel demonstration.

Furthermore, this would strengthen the relationship between the brand and their consumers, and create a virtuous circle for the brand, increasing growth potential.

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