Brands

It is not logical to treat “Brand” as another ‘trade-off-able’ attribute:

1. Most Brands can deliver the same tangible product/service benefits if they so desire.
2. There is no universal hierarchy among brands; whereas product features and service levels can typically be addressed in a worst to best scenario in terms of performance, and/or cost.
3. Brands do have different values to different customers based on what benefits the brand is expected to bring to its product or service specification.

Put Simply --- Branding is far too important to confuse with feature/benefit trade-offs.  Brand dynamics should be managed separately.

SIMALTO Modelling does this by integrating relative brand values with the feature/benefit trade-off analysis at the individual respondent level.