Elevating Brand Perception with AI-Driven Customer Insights for a Consumer Durables Leader

The Challenge: Understanding Brand Perception to Drive Growth

Our client, a leading luggage brand in India, wanted to gain deep insights into its brand perception and how it compared to competitors. While they were confident in their product offerings, they needed data-driven insights to position themselves effectively in the market.

Their core objectives were:
📌 Measure their brand’s NPS® and compare it with competitors.
📌 Identify key drivers of customer satisfaction and loyalty.
📌 Understand how brand perception influences purchase decisions.
📌 Determine whether brand salience (advertising) or brand values (customer perception) have a greater impact on NPS®.

With these insights, the company aimed to develop a customer-centric brand strategy that would enhance customer retention, drive customer satisfaction, and ultimately increase revenue.

The Solution: A Data-Driven Approach to Brand Positioning

To meet these objectives, Numr deployed a multi-step research approach using NPS®, intuitive association, and CX data analytics.

Step 1: Measuring Brand NPS® Across Markets

📌 Surveyed 150 respondents each from 4 metro cities and 4 non-metro towns (Class A towns).

📌 Collected insights on purchase behavior, brand awareness, and customer satisfaction for all leading luggage brands.

📌 Asked key questions, including:
✔ Which luggage brands have you purchased in the last three years?
✔ How likely are you to recommend each brand to a friend or colleague? (NPS®)

💡 Key Finding 1: NPS® Drives Market Growth

📊 Our client’s NPS® was 23, compared to the market leader’s NPS® of 42.

📊 When we mapped NPS® scores against market share growth (based on data from GfK), we found a strong correlation between a brand’s NPS® and its growth trajectory.

📊 This proved that customer satisfaction is a major driver of business growth, reinforcing the importance of improving customer experience.

Step 2: Understanding Brand Perception Using Intuitive Association

📌 Used Intuitive Association to uncover how customers perceive different luggage brands.

📌 Identified key words and phrases that consumers instinctively associate with our client’s brand vs. competitors.

💡 Key Finding 2: The Client’s Brand Was Perceived as ‘Premium’ and ‘Good Looking’

🔹 For our client, the top associated words were:
✔ Premium
✔ Good looking
✔ Range of products

🔹 For a key competitor, the top associated words were:
✔ Durable
✔ Cheap
✔ Quality

📊 This insight was critical because it highlighted the strengths of each brand in the market.

📊 Our client’s premium image was a differentiator, but they needed to reinforce it with higher customer satisfaction and stronger brand advocacy.

Step 3: Analyzing the Impact of Brand Awareness vs. Brand Strength

📌 Investigated whether brand growth was driven more by salience (advertising) or brand values (customer perception).

📌 Analyzed how different factors influenced brand strength and customer experience metrics.

💡 Key Finding 3: A Balance Between Awareness and Brand Values Drives NPS®

📊 Brand A (a key competitor) had high salience due to heavy advertising, but its NPS® was driven by perceived durability.
📊 Our client had lower salience but a strong brand value, as customers associated it with a premium look and feel.

🚀 Why this mattered:
🔹 Brand salience alone wasn’t enough—brands with strong values (like durability or premium appeal) had higher customer satisfaction and retention.
🔹 This insight helped our client optimize their CX strategy to build a stronger emotional connection with customers.

The Results: Actionable Insights for Brand Differentiation

📈 Measured NPS® for our client (23) vs. competitors (42 for the market leader).
📊 Identified key brand associations that influenced purchase behavior.
🚀 Provided a roadmap to enhance brand positioning and customer retention.

By leveraging CX data analytics and customer journey optimization, our client was able to:
✅ Improve customer experience by aligning branding with customer expectations.
✅ Enhance customer retention by reinforcing positive brand attributes.
✅ Increase customer lifetime value (CLTV) through strategic positioning.
✅ Optimize marketing spend by balancing brand salience with brand strength.
✅ Demonstrate the ROI of CX investments by linking NPS® improvements to business growth.

Key Takeaways: Why Brand Perception is Crucial for CX Success

This case study highlights a fundamental truth in customer experience: Your brand is shaped by what customers think of you—not just by how much you advertise.

🔹 Customer experience metrics like NPS® directly correlate with market growth.
🔹 A strong brand perception reduces customer acquisition cost (CAC) and increases CLTV.
🔹 CX data analytics helps brands identify their strengths and capitalize on them.
🔹 Investing in customer experience ROI leads to long-term business success.

By using data-driven insights to refine its positioning, our client was able to build a stronger, more competitive brand that resonated with its target audience. 🚀