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.
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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.
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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.
3
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.
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.
Burke’s Brand Strength Monitor is designed to:
Fast, Focused Solutions to Build BRAND STRENGTH
R + M Strategy Sprint
is a fast, focused assessment that shows where your brand can win—using Burke’s Relevance + Momentum® (R+M) framework to turn existing insights into clear direction.
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RELEVANCE-DRIVING TACTICS:
Communications
Fulfilling needs
Unique equities, products & services
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MOMENTUM-DRIVING TACTICS:
Innovation activity & partnerships
Activity contributing to positive impact
When growth isn’t clear, more data isn’t the answer – it’s better direction. Through the R+M lens, we evaluate how well your brand meets customer needs and stands out—benchmarked against key competitors.
You’ll see:
- Where you’re over- and under-performing
- Where the biggest growth opportunities exist
- What to prioritize to strengthen Relevance and build Momentum
The result is an executive-ready path to accelerate growth.
Find your fastest path to growth. Start your R+M Strategy Sprint.
Brand Answer
is a high-impact diagnostic designed to surface gaps between brand messaging and perceptions of both AI and human audiences.
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Strong Alignment
of Human Perception
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Weak Alignment
of LLM Perception
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Weak Alignment of
Human and AI Perception
AI is rapidly reshaping how brands are discovered, evaluated, and chosen. If your brand isn’t showing up the right way in AI-generated answers, you’re already at a disadvantage.
We assess how your brand performs across both human audiences and AI-driven environments, combining our Relevance + Momentum® lens with AI visibility and readiness signals, revealing where your brand is strong, missed, or misrepresented—and how you compare to competitors.
The result: a clear view of strengths, gaps, and the actions needed to improve your brand’s presence across both the market and the AI layer shaping it.
Close the gap in your brand’s AI presence – start your Brand Answer assessment.
WANT TO KNOW MORE? LET’S TALK!
Frequently Asked Questions About Brand Strategy
What is brand strategy?
Brand strategy is the process of defining how a brand creates relevance, differentiation, and long-term growth in the market. A strong brand strategy aligns customer insights, positioning, messaging, innovation, and experience to help organizations build stronger connections with consumers and outperform competitors.
How do you measure brand strength?
Brand strength is measured through a combination of consumer perception, relevance, differentiation, trust, momentum, and market performance indicators. Burke combines research, analytics, and AI-driven insights to help brands understand where they are strong, where they are vulnerable, and where growth opportunities exist.
How does consumer research support brand strategy?
Consumer research provides the insights needed to understand audience motivations, behaviors, perceptions, and unmet needs. These insights help organizations make informed decisions about positioning, messaging, innovation, segmentation, and customer experience.
How can AI impact brand visibility?
AI systems increasingly shape how consumers discover and evaluate brands. Brands with clear positioning, strong authority signals, and consistent digital content are more likely to appear accurately in AI-generated recommendations and answer engines.
What is Relevance + Momentum®?
Relevance + Momentum® is Burke’s framework for understanding brand strength and growth potential. It helps organizations evaluate how well their brand connects with consumers today while identifying signals that indicate future growth and competitive momentum.
