As brands age, their loyal customers age too. A failure to reach and appeal to new, younger customers can be fatal. If new customers are not reached, then a brand’s shelf life becomes limited and that shelf life might expire sooner than expected. Brands must understand their shifting customer base, they must reconnect to their roots and they must also establish a new customer base in keeping with the foundations on which they were built. 

This report explores how a brand’s consumer base and overall brand health can change over time through the use of YouGov BrandIndex, and – importantly – how brands can tackle change by understanding their customers through YouGov Profiles.

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