Prophet’s 2023 Brand Relevance Insights Report

How were the included brands selected?

We select consumer brands in 26 categories, chosen because they represent significant proportions of household spending and/or time. Within those categories, we selected about 90% of brands on the basis of revenue size and/or recent growth. We selected the remaining 10% on market entry criteria, such as disruption potential or momentum (particularly for private companies). This ensures the set of brands tested are objective in their selection and representative across the country.

What was the primary research objective?

To understand how winning brands establish themselves as relentlessly relevant, from the perspective of customers.

How many brands did consumers evaluate?

In total, people rated 257 brands. We exclude brands in the alcohol, tobacco and firearms categories, as well as companies engaged solely or primarily in business-to-business (B2B) categories.

What does it mean for a brand to be relentlessly relevant?

Relevance encompasses all the elements required for strong brand loyalty and a healthy bottom line, including high demand, strong appeal and products and services that add value to a customer’s life. The most relevant brands make exceptional connections with the head and heart of modern consumers.

To what extent does this build on David Aaker’s IP?

To a significant extent. Of all the characteristics of a brand, the one that is most necessary for its success is relevance. David Aaker's core point, that brands must create and dominate new subcategories, is central to the idea of relevance. Thus, it is a key aspect of Prophet’s definition of a relevant brand.