Hill Holliday Brand Edge Index
The Brand Edge Index is a first-of-its-kind brand index designed to measure the factors that underlie brand preference and position brands as winners in the daily share battle. The Index offers an objective, comprehensive view of how top brands across different categories succeed in driving brand preference in the marketplace. The Index includes measures of brand awareness, expected brand preference, observed brand preference and Brand Edge. To provide insight into the elusive factors that drive Brand Edge we used a proprietary model to analyze the key attributes that highly correlate with high or low Brand Edge scores.
The first edition of the Brand Edge Index assesses the home appliance category and evaluates and ranks the top home appliance brands from within 6 subcategories: vacuums, dishwashers, washer machines, ranges, refrigerators, and grills. Brands evaluated are ranked consecutively by Brand Edge score to separate stand-out brands from those that are less preferred.
For brands that find themselves in a daily share battle, we’re hoping this brand index can be a useful starting point for a conversation about how you can create, strengthen, or maintain your own brand edge in today’s ever-more-competitive landscape.