Measuring the Impact of Brand Affinity of America's Top Home Goods Brands

The Brand Affinity Index

Values-driven brand expression and marketing is not new.

It’s just that most marketers, and brands, don’t know what to do, how, or even why

Until now.

Introducing the Brand Affinity Index (BAI)

Why did we develop the Brand Affinity Index (BAI)?

How can we make branding and brand expression more measurable? How can we put a qualifiable and quantifiable process to identify what consumers think and feel about brands?

In the current consumer landscape of decreasing brand loyalty, we wanted to create a lasting process, and program, to help brands understand, through research and data, what consumers actually think about their brand, through the lens of:

  • Customer Service
  • Brand Trust
  • Brand Esteem
  • Perceived Quality
  • Perceived Value
  • Net Promoter Score
  • Values-Driven Brand Expression
  • Brand Equity
  • Brand Loyalty

Never before have all these different brand aspects been integrated into one codified program and process. Until now. We’ve developed a flexible process that allows for brands to identify how real-time, in-market consumers perceive their brands.

Research and Methodology

The purpose with this research program is to qualify and quantify how subsets of different consumers, and audiences, feel about various aspects of brand expression and branding in general. This initial research study captured qualitative and quantitative insights through survey deployment. We used several different audience panels and our curated social and email audience to gather enough statistical significance, and get a sample size that we felt comfortable with for this inaugural edition.

We deployed the research studies over a period of 2 months. For the scoring, we developed our own weighted system based on a scale of 1-5, for most questions. This scoring system gave us insight, confidence and clarity into how these selected brands are perceived and regarded by various audience segments we targeted in our outreach.

We fully anticipate to grow this program, add more data points, use different brands, open it up to different categories, and gather higher statistical relevance in the future. We felt we had to start somewhere and we love where this is taking us.

Research Insights

(first edition) 

  • The overall winner in the BAI was Crate & Barrel
  • The biggest gender response difference in BAI was the score for Restoration Hardware that had a 12.1 point difference between male (19.40) and female (31.50)
  • The highest BAI came from the job function: Analyst/Research at 42.50 for Crate & Barrel
  • The lowest BAI came from the job function: Business/Sales Dev at 5.00 for Houzz
  • The overall winner in the 60+ age bracket was Joybird at BAI 35.00
  • The overall winner in the 45-60 age bracket was West Elm at BAI 32.50
  • The overall winner in the 30-44+ age bracket was Crate & Barrel at BAI 33.72
  • Marketing professionals had a higher BAI (29.35) on average compared to gen pop (26.99), household decision-makers (25.60), and social audience (23.87)
  • Wayfair is perceived as a middle of the road brand. Neither the highest score in any category or the lowest
  • Houzz is the most “polarized” brand in the research study with high and low scores in various categories

Research Findings 

(first edition) 

1. Brand loyalty is decreasing rapidly.

Consumers are very likely to switch brands due to convenience (in location) and price (cheaper).

2. Brand expression is not precise or values-aligned.

Most brands received negative scores in how they’re expressing their brand to the consumer with precision.

Request a Full Copy of the Inaugural Brand Affinity Index Report

interested in learning more about the New American Middle super consumer group?