In addition to strong loyalty from its existing customer base, a strong brand needs to perform better than the competition on:
By comparing the percentage of people who have a relatively low level of brand commitment, which we call "active familiarity," to the percentage that endorse the brand on one of three key measures of preference, we can predict the probability that the brand will grow or decline. ("Active familiarity" consists of unaided awareness or trial, and the three measures of preference are: a brand you think highly of, a brand you find more appealing, or a brand that is different from others.) The better a brand converts people from active familiarity to preference, the more likely it is that the brand will grow its market share in the coming year.
In other words, brands which people think are different (in a good way) are more likely to grow.
We call this measure Voltage 2.0. Voltage 2.0 is a measure of the degree to which a brand is primed to succeed or fail: it's the "wind in your sails" (or in your face).
Use the BrandZ™ map to determine what strategies should be adopted based on a brand's current strength and its future potential.