Brand Growth Strategies For Challenging Times: Insights from CPG Marketing Expert Gareth Turner
Cantu: Winning Brand Strength in the Styling Products Category
Please Note: All insights are extracted from publicly available data including search ranking, volumes, pricing, content and reviews.
How is Cantu Winning on Brand Strength in the Styling Products Category?
Cantu ranks #1 on brand strength in the Styling Products category, beating out leading brands such as Color Wow, Kenra Professional and Garnier, while fighting off up-and-coming challengers like Chi, John Frieda and Samnyte. 37% of searches in styling products are branded, indicating weak brand awareness in this category
WHAT IS BRAND STRENGTH?
Having a strong brand is essential for any business. Brand strength is the unaided quality of your brand and it shows how often consumers search for your brand specifically instead of competitor products when looking to purchase in a given category.
Measuring and improving your brand strength can be done by optimizing your media mix towards upper funnel media, which will help drive future growth in retail ecommerce. This is especially important in categories with high brand search. Let’s take a look at how to do this.
HOW TO MEASURE BRAND STRENGTH?
Measuring brand strength can be done by comparing the volume of branded searches for every brand in a particular category, which helps track which brands are becoming more prominent.
HOW IS CANTU WINNING ON BRAND STRENGTH?
Optimizing your media mix is the best way to improve your brand strength. Cantu uses upper funnel activities such as DSP, Sponsored Brands and Sponsored Display that target prospective shoppers in their category.
They additionally used lower funnel tactics like shopping ads and dynamic remarketing to help drive conversion for customers who are familiar with or have already expressed interest in their product or service.
The combination of these two types of activities created an effective and efficient media mix that helped build awareness, drive conversion, and improve customer loyalty over time–all leading to increased sales and higher profits margins.
BRANDED SEARCH RANKINGS ON AMAZON IN STYLING PRODUCTS
Cantu’s investments helped them dominate with 2 different branded search terms in the top 5 in the category. This is supported by their #1 ranked Ad Incrementality.
If you’re interested in seeing how your brand is performing relative to the competition, CommerceIQ’s Category Leaderboard will show you not only your scores across the 8 retail ecommerce management (REM) metrics, but also offer recommendations on areas for improvement.
Reach out to CommerceIQ to get a free Category Leaderboard produced for your brand.