All About Your Brand

Marketers provided a profile of their brand, including how it measures up in the context of the larger industry.

Q: Where’s your brand in terms of life cycle?

Pre-launch 21%
Launch brand: <6 months 8%
New brand: 6 months – 2 years 21%
Mid-life cycle 36%
End of life cycle/preparing to go generic 14%

Q: How many direct competitors are you up against?
The average number of direct competitors was 4 per brand.

Q: How competitive would you say your brand is, i.e., how well do you stack up against your fiercest competitor?
(1=not very competitive; 7=very competitive)

The average rating was 5.4.