The Brand Attractiveness Score (BAS) is a key indicator used to assess the impact and perception of a brand among consumers. Designed to measure a brand’s ability to attract, convert, and retain customers, the BAS is based on three core dimensions: awareness, consideration, and engagement.
Components of the BAS
Brand awareness rate
This percentage reflects the proportion of consumers who are aware of the brand. Higher awareness provides a competitive advantage.
Brand Consideration Rate
This measures how many consumers include the brand in their purchase options. A high consideration rate indicates that the brand is perceived as a relevant choice.
Brand Engagement Rate
This indicator captures the likelihood of consumers interacting with the brand (e.g., repeat purchases, social media engagement, referrals).
The BAS Formula
The BAS is calculated as follows:
BAS = (Awareness Rate × Consideration Rate × Engagement Rate) / (100^2)
This normalization produces a clear and comparable score.
Practical example
Let’s consider a brand Y :
- Awareness : 80%
- Consideration : 65%
- Engagement : 50%
BAS = (80 × 65 × 50) / 10,000 = 26
Python Implementation
# Fonction pour calculer le SAM
def calculer_sam(notoriete, consideration, engagement):
return (notoriete * consideration * engagement) / (100 ** 2)
# Exemple d'utilisation
notoriete = 80
consideration = 65
engagement = 50
sam = calculer_sam(notoriete, consideration, engagement)
print(f"Le Score d'Attractivité de Marque (SAM) est : {sam}")Interpreting the BAS
A BAS above 20 signals a strong and well-positioned brand. Conversely, a low BAS (<10) suggests a need to optimize marketing strategy.
Limits and considerations
- Dependent on surveys and fluctuating consumer behavior.
- Sector variability of the BAS
- Should always be analyzed alongside relevant benchmarks.
Strategic implications
Marketing strategy
A high BAS supports consolidation and expansion campaigns. A low score prompts corrective actions on awareness and engagement.
Product development
Brands with a strong BAS can leverage their attractiveness to expand product lines.
Brand management
The BAS helps align branding initiatives with consumer signals.
Conclusion
The BAS is a vital indicator for guiding marketing strategy and maximizing brand perception. By tracking its evolution, companies can better align their actions to strengthen their market positioning.
