The examination of market structure and the dominant States of Mind adds a new dimension to our understanding of how people operate and what drives their brand choice…

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One cannot predict future behavior by looking at past behavior; we have to understand the underlying relationships e.g. loyal customers can be at risk. This is why commitment is a much better predictor than loyalty.

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When using the Conversion Model for Brand Tracking, we can identify the nature of what the brand challenge is. Conversion Model tracking provides early warning signals if a brand is in trouble. Tracking commitment and availability can helps us to answer important questions:

- Is it a ‘retention’ problem – a failure to create committed users?
- Is it an ‘attraction’ problem – a failure to attract non-users?
- Is it a ‘market share growth’ problem – is the brand at saturation?

This in turn helps to tell us what the overall brand strategy should be

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Launching a new product can be quite daunting, particularly in a well established market. Conversion Model has the ability to measure existing levels of commitment in a market in terms of the likely success or failure of a new product. This understanding of commitment is key for the development of a strategy for a new product launch.

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Who should you talk to and what should you say?

By understanding commitment to all the brands in the market, suitability of all channels of communication can be assessed. Conversion Model can help reduce money wasted on talking to the wrong people.
 
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This is the state of a brand’s commitment-availability profile. There are three aspects to brand health:

- Commitment of users – which is about retention
- Attraction of non-users – which is about acquisition
- Brand share growth or decline – which is about the balance between the two

Brand Health acts as a leading indicator of changes in market share

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