Find out where your brand loses people on the way to being recommended.
BrandPath 5A measures your brand and its competitors across the five stages customers actually move through, then shows which single step is costing you the most and what to do about it.
The five stages
- 1
Aware
I Know
- 2
Appeal
I Like
- 3
Ask
I'm Convinced
- 4
Act
I'm Buying
- 5
Advocate
I Recommend
The 5A path comes from Marketing 4.0 by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. Every diagnosis on this platform cites the chapter it rests on.
How it works
List your brands
Name the category and up to 20 brands your customers choose between. The questionnaire is generated from that list in English and Bahasa Melayu.
Share one link
Send the link and QR code through your own channels. Members usually reach the minimum sample inside two weeks.
The dashboard opens
At the minimum sample the category landscape, every brand diagnosis and the coaching recommendation unlock at once.
What the dashboard tells you
- The shape of your path. Five stages on one base, so the picture is comparable end to end.
- Four conversion ratios. Attraction, Curiosity, Commitment and Affinity, each against the category average.
- PAR and BAR. How many of the people who know you go on to buy, and how many go on to recommend.
- One thing to fix. The ratio holding you back, and the chapter that addresses it.
Where the numbers stop
You distribute the link yourself, so the sample is the people you can reach rather than a random slice of the market. Differences too small to survive a test are reported as level, not ranked. Brands below 10 percent awareness are listed but kept out of the averages. Archetype labels are indications, because the source states them as inequalities rather than cut-offs.
Saying this on the first screen is deliberate. A number a member cannot defend in a room is worth less than a smaller number they can.
Fictitious brands and illustrative data for demonstration. Sample category: Coffee chains, Malaysia, n = 312.