Brand Vulnerability Overview

What is Brand Vulnerability?

Brand Vulnerability is a measure of a brand’s level of risk for increased customer attrition, decreased acquisition effectiveness, and the associated financial loss based on an analysis of the frequency, impact, and uniqueness of the frustrations their current customers experience.

How does understanding Brand Vulnerability drive value?

Brand Vulnerability is a very powerful tool for businesses looking for actionable brand / marketing insights into their brand’s current risks and competitors key vulnerabilities. It is uniquely valuable in that it:

1. 1.Identifies immediate competitive vulnerabilities on which a brand / business can capitalize, particularly as a challenger brand
   
   

2. 2.Enables quantification of the impact of the vulnerabilities in financial terms, articulating what the business risk will be if these vulnerabilities are not addressed
   

Ultimately, understanding Brand Vulnerability enables brands to mitigate competitive risk and the likelihood of customer attrition immediately and efficiently by helping to prioritize resources to address their specific areas of vulnerabilities.

2011

Retail Banking

Brand Vulnerability Study

1. ‣ Introduction
   

2. ‣ Brand Vulnerability Overview
   

3. ‣ Retail Banking Study Methodology
   

4. ‣ Executive Summary of Findings
   

5. ‣ Download a Copy of the Full Report