Provide DIRECTION for your MARKETING AND BRAND STRATEGIES, supported by consultative approach developed by researchers with expertise in building strong, competitive brands.
The marketers of today’s most successful brands must overcome tough challenges and answer pivotal questions such as…
"How can we achieve incremental growth?" do we maintain leadership in our category?" do we reverse a decline?"
In order to address these challenges and questions, marketers must first understand the two components that define brand strength — Relevance + Momentum®.
TogetherRelevance + Momentum define a brand’s strength and its ability to drive consumer behaviors that create TOPLINE GROWTH.
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How well a brand builds recognition/unaided awareness and moves people through funnel stages to purchase.
2
The degree to which people affiliate with a brand. In other words, whether a brand “gets them” and earns their trust.
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The extent to which a brand is seen as unique and offers something that other brands don’t.
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How much a brand is talked about and is seen to be actively growing and innovating.
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How much credit people give a brand for having a clear set of beliefs aligned with audience values.
1
2
3
4
5
1
How well a brand builds recognition/unaided awareness and moves people through funnel stages to purchase.
2
The degree to which people affiliate with a brand. In other words, whether a brand “gets them” and earns their trust.
3
The extent to which a brand is seen as unique and offers something that other brands don’t.
4
How much a brand is talked about and is seen to be actively growing and innovating.
5
How much credit people give a brand for having a clear set of beliefs aligned with audience values.
Brand strength—rooted in Relevance + Momentum®—is directly linked to financial performance.
Burke’s data show that the R+M dimensions are linked to the behaviors that fuel brand growth.
High brand affinity increases
purchase intent by
30%
High brand distinction increases
likelihood to recommend by
13%
High brand vibrancy increases
share-of-wallet by
2x
** Compared to brands with low affinity, distinction, and vibrancy scores respectively
Source: Burke Brand Strength Global Research conducted in March-April 2025 (n=4,086 respondents which measured perception and behavior related to 138 brands across countries).
Burke’s Brand Strength Monitor helps you focus on what matters most when it comes to growing your brand’s topline.
