Benefit Linkage Analysis
Provides an understanding of the hierarchies of associated benefits that exist in the consumer’s mind, when evaluating one key product benefit. Its value is to help guide portfolio brand messaging to be more complementary and less competitive, and to reduce redundancies in messaging.
It is a step-wise procedure based first on identifying the strongest relationship between the target attribute and other attributes. The next step uses the highest correlated or “linked attribute” as the dependent variable and the procedure is repeated.
As the linkages progress, a better understanding is gained of the underlying benefits from the target attribute.
Linkage Analysis can be extremely helpful in focusing your brand communication. It can help your agency develop messaging that is more relevant and less redundant.