It’s beginning to Look A Lot Like Shopping Season
To uncover the answer, I turned to the BAV Database and tracked the change in Brand Asset Value of the nation’s Top 5 retailers--Wal-Mart, Target, Amazon, Best Buy, and Sears—between the 3rd and 4th fiscal quarters of the last 5 years.
Looking at the Total Brand Asset Value for each quarter, which measures a brand’s equity, I found that, on average, brand equity indeed improves as the Holiday season approaches, which may indicate that a “holiday phenomenon” affects consumer perception of retail brands, with increases most notably in Energized Differentiation and Esteem.
With these top 5 retailers, consistent increases in both Energized Differentiation and Esteem between the 3rd and 4th Quarters could indicate that consumer’s attitudes are being shaped by retailer’s holiday tactics.
How do we know? Energized Differentiation is calculated using the BAV brand attributes of different, distinctive, unique, innovative, and dynamic. As retailers vie for holiday sales with special deals, extravagant holiday themed décor, and attention-grabbing advertisements they are more “different” than they are the rest of the shopping year. Esteem is calculated using the BAV brand attributes of personal regard, high quality, reliability, and leadership. It’s not hard to imagine that the decked halls of the retailers help every brand shine a little brighter in the minds of consumers buying gifts for friends and family.
It’s too early to tell how much of a boost retail brands can expect this year, but as you stand before the windows of your favorite retailer, take a moment to consider the effect on you and your love for the brand.