Brand-Consumer Relationship Matrix

The Brand-Consumer Relationship Matrix is a 2x2 matrix that helps businesses understand the relationship between their brand and their customers. It provides insight into how customers perceive the brand and how the brand can better serve its customers.

At a very high level, the Brand-Consumer Relationship Matrix is used in the context of business, marketing.

Brand-Consumer Relationship Matrix quadrant descriptions, including examples
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What is the Brand-Consumer Relationship Matrix?

A visual explanation is shown in the image above. The Brand-Consumer Relationship Matrix can be described as a matrix with the following quadrants:

  1. Advocates: Customers who are passionate about the brand and actively promote it to others.
  2. Satisfied: Customers who are content with the brand and are likely to continue using it.
  3. At Risk: Customers who are at risk of leaving the brand.
  4. Detractors: Customers who are actively negative about the brand.

What is the purpose of the Brand-Consumer Relationship Matrix?

The Brand-Consumer Relationship Matrix is a 2x2 matrix that helps businesses understand the relationship between their brand and their customers. It provides insight into how customers perceive the brand and how the brand can better serve its customers. The matrix is divided into four quadrants, each representing a different type of relationship between the brand and the customer.

The top left quadrant is labeled 'Advocates'. This quadrant represents customers who are passionate about the brand and actively promote it to others. These customers are loyal to the brand and are willing to go above and beyond to support it. An example of an entry in this quadrant is a customer who posts positive reviews about the brand on social media.

The top right quadrant is labeled 'Satisfied'. This quadrant represents customers who are content with the brand and are likely to continue using it. These customers are generally satisfied with the brand's products and services, but may not be as passionate about it as the customers in the 'Advocates' quadrant. An example of an entry in this quadrant is a customer who continues to purchase the brand's products, but does not post about it on social media.

The bottom left quadrant is labeled 'At Risk'. This quadrant represents customers who are at risk of leaving the brand. These customers may be dissatisfied with the brand's products or services, or may be tempted to switch to a competitor. An example of an entry in this quadrant is a customer who is considering switching to a competitor due to dissatisfaction with the brand's customer service.

The bottom right quadrant is labeled 'Detractors'. This quadrant represents customers who are actively negative about the brand. These customers are likely to spread negative opinions about the brand and may even encourage others to switch to a competitor. An example of an entry in this quadrant is a customer who posts negative reviews about the brand on social media.

By understanding the relationship between the brand and its customers, businesses can better serve their customers and improve their brand image. The Brand-Consumer Relationship Matrix is a useful tool for businesses to gain insight into how customers perceive the brand and how the brand can better serve its customers.


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What templates are related to Brand-Consumer Relationship Matrix?

The following templates can also be categorized as business, marketing and are therefore related to Brand-Consumer Relationship Matrix: Effort Impact Matrix, Gap Analysis Matrix, Growth Share Matrix, Kraljic Matrix, Outsourcing Matrix, Quadrant Analysis, Risk Analysis Matrix, Risk Value Matrix. You can browse them using the menu above.

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