Brand archetypes

We have identified clusters of brands with very similar profiles. Brands within each cluster have similar strengths - and face similar brand development challenges.

Original Thinkers
are defined by their above average performance in respect to the drivers of Originality and Momentum.

Brands include Aldi, Harvey Norman, IKEA, JB HI-FI, The Body Shop, McDonald's, Singapore Airlines, Virgin Blue, Honda, Subaru, Toyota, Volkswagen, Apple, Dell, LG, Yahoo, Billabong, RM Williams, Bendigo Bank.

   
         
  Originality Personal
Utility		 Declared
Beliefs		 Sincerity Familiarity Momentum Heritage

 

Sincerity Icons
are defined by their above average performance in regard to Sincerity, Declared Beliefs and Personal Utility.

Brands include IGA, ABC, Australia Post, Bunnings, Qantas.

  Originality Personal
Utility		 Declared
Beliefs		 Sincerity Familiarity Momentum Heritage

 

Hollow Icons
are defined by their above average performance in regard to Heritage and Familiarity, but below average performance on all other drivers.

Brands include David Jones, Myer, Campbell's, Leggo's, Pepsi, VB, BigPond, Optus, Telstra, Vodafone, British Airways, Ford, Mazda, Mitsubishi, Nissan, Continental, John West, Maggi, San Remo, Sara Lee, Motorola, Samsung, Country Road, Quiksilver, Speedo, ANZ, CBA, NAB, Westpac.

         
   
  Originality Personal
Utility		 Declared
Beliefs		 Sincerity Familiarity Momentum Heritage

 

Question Marks
are defined by below average levels of performance across all drivers.

Brands include 7-Eleven, Rebel Sport, 3, AAPT, iiNet, Skype, Unwired, Virgin Mobile, Air NZ, Emirates, Jetstar, Tiger Airways, United, Virgin Atlantic, Hyundai, Mambo, Oroton, Sportscraft, Witchery, Aussie, BankWest, Citibank, HSBC, ING Direct, St George.

             
  Originality Personal
Utility		 Declared
Beliefs		 Sincerity Familiarity Momentum Heritage

 

Colourful Utilities
are defined by extremely high levels of Personal Utility and Heritage. Their performance on Originality is also considerably higher than average for brands in Australia.

Brands include Coles, Target, Woolworths/Safeway, Coca-Cola, Colgate, Heinz, Kraft, Panadol, Vegemite, Holden, Arnott's, Cadbury, Kellogg's, Masterfoods, Nestlé, Sanitarium, Uncle Toby's, Canon, Google, HP, Microsoft, Nokia, Panasonic, Sony, Bonds, Levi's.

   
         
  Originality Personal
Utility		 Declared
Beliefs		 Sincerity Familiarity Momentum Heritage