Attribute profile
Our brand vs category average
Leading associations
Top three attributes
- Sustainable64.5%
- Youthful63.1%
- Accessible61.6%
Vulnerabilities
Lowest three attributes
- Innovative56.9%
- Premium59.6%
- Trustworthy60.8%
Gap analysis
Three attributes underperforming the category leader
| Attribute | Our brand | Category average | Category leader | Gap to leader |
|---|---|---|---|---|
| Premium | 59.6% | 59.3% | 69.4% | ▼ -9.8pt |
| Youthful | 63.1% | 62.3% | 72.9% | ▼ -9.8pt |
| Trustworthy | 60.8% | 60.3% | 68.4% | ▼ -7.6pt |
Attribute heatmap
Association strength by market (% of respondents)
| Market | Innovative | Trustworthy | Premium | Accessible | Sustainable | Youthful |
|---|---|---|---|---|---|---|
| Singapore | 76 | 81 | 70 | 70 | 75 | 66 |
| Malaysia | 57 | 63 | 68 | 68 | 75 | 66 |
| Indonesia | 66 | 51 | 67 | 53 | 59 | 67 |
| Thailand | 56 | 66 | 65 | 63 | 65 | 66 |
| Vietnam | 50 | 57 | 49 | 60 | 54 | 68 |
| Philippines | 52 | 54 | 59 | 58 | 62 | 56 |
| India | 57 | 67 | 55 | 68 | 71 | 62 |
| Pakistan | 42 | 50 | 44 | 52 | 55 | 54 |