Brand Power The term brand power reflects the relative strengths of a brand based on familiarity and favorability among consumers. Familiarity is the level of awareness and knowledge about an advertiser. Favorability is how people feel about an advertiser – how highly they judge its overall reputation, its management, and its potential as a good investment.

Brand Momentum Momentum is defined as impetus gained by movement. For brands, this means they gather speed as they operate. So how do brands build and ensure momentum? Consistency is the most important factor in branding an advertiser. In other words, for a brand to build momentum it should send a strong, viable, steady message repeatedly over time.

Consistency The concept of brand momentum represents a wonderful efficiency of effort and goes hand in hand with the concept of consistency. The more consistent an action is, the more efficient it is, and therefore the easier the action is. Consistency is what builds momentum: consistent strategy, consistent message, and consistent advertising support.

In fact, advertising is largely responsible for brand momentum, and therefore brand power. Advertisers that spend more on advertising build greater momentum, and more powerful brands. However, consistent spending is key. Brand perception of consistent spenders grows faster than the average, while perception of erratic spenders appears to be stagnant at best.

Leveraging Brand Power Advertising placement is as important as advertising spending. To generate real momentum, ads must target potential consum- ers. Who are those people, and where are they likely to see the ads that are so carefully created and supported with hard- earned, and sometimes scarce, marketing dollars? OOH advertising’s ubiquitous and impactful formats can be highly targeted to reach the right consumers with a steady market presence to build brand momentum. OOH is a cost-effective media choice, giving advertisers the ability to convey a consistent message on a budget.

$80 1.800 1.670 $69.1 $70 1.600 1.472 $58.0 1.400 $60 1.200 $50 1.000 $40 $36.7 0.835 0.800 0.648 $30 Millions 0.554 0.600 $20 $16.4 $15.8 0.404 0.400 0.267 $10 $6.5 $0.6 $1.2 0.200 0.064 $- 0.000 Below Average Average Brands Above Average Elite Brands Below Average Average Brands Above Average Elite Brands Brands Brands Brands Brands Average Annual Brand Advertising Spending Average Brand Power Consistency in Brand Power Change Average Brand Power Change

There is a high correlation between advertising spending and When brand power grows at a constant rate, it tends to grow faster brand power, with advertisers that invest in their brands most than when brand power is erratic. Consistent brand power growth heavily displaying the strongest brand power. leads to greater brand power growth over time.

Outdoor Advertising Association of America 2013