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1. Brand Equity Evaluation: Improving Sales with AI Acumen The market for contact lenses, particularly for beauty and clear lenses, experienced significant changes. International brands like our client X, once dominant, faced growing competition from local brands. This shift in market dynamics resulted in a declining brand position for our client and the rising influence of local competitors like A, B Lens, and C. Here’s a brand equity analysis by GrapheneAI on how X’s brand performance had evolved, focusing on the key equity drivers: Relevance, Uniqueness, and Affinity. Brand Equity Pillar Analysis: Relevance, Uniqueness, and Affinity The three pillars of brand equity—Relevance, Uniqueness, and Affinity—served as the foundation for understanding X’s position in the market. 1.Relevance This pillar, which examines how well a brand meets consumer needs and impacts purchase decisions, was X’s strongest area in the clear lens category. Drivers, such as health benefits, ease of use, and all-day comfort, continued to support our client’s leadership. However, in the beauty segment, relevance drivers like product design and aesthetics had shifted toward A. The product performance consolidated as the top driver, while aesthetic-related factors like “looking better than with glasses” and the availability of color ranges contributed less to X’s relevance score. 2.Uniqueness

2. Uniqueness reflects a brand’s ability to stand out from the competition. X still maintained some ownership in this area, particularly in the clear lens category. However, in the beauty segment, X’s uniqueness has eroded, with local brands like A taking over ownership of key drivers such as innovation and differentiation. For instance, the driver “better quality material” saw a significant decline for our client X, allowing competitors to establish stronger claims for innovation. 3.Affinity Affinity, which measures emotional connection and consumer loyalty, had been the most affected pillar for X. In the beauty lens segment, local brands now dominate affinity drivers, such as brand love and trust. A had claimed ownership of four out of six affinity drivers, including “love the brand” and “trusted brand,” signaling a strong emotional connection with consumers. X’s decline in these areas indicate a potential long-term challenge in retaining customer loyalty, particularly as local brands continue to strengthen their market presence. Decline in Brand Equity Potential X’s position in the market weakened substantially. While X remained the leader in the clear contact lens (CL) segment, its brand potential in the beauty segment had significantly declined. Local brands, particularly the A and B Lens line, have rapidly captured the market’s attention, leveraging product performance and lens aesthetics—two key factors driving purchase decisions. According to the study, the beauty segment, which focused on aesthetic appeal, had been dominated by A, with B Lens as a strong runner-up. In this category, our client’s decline was attributed to its weakened position in all three brand equity pillars: Relevance, Uniqueness, and Affinity. A and B Lens had taken the lead in several brand drivers, such as product aesthetics, comfort, and brand trust, which resonate strongly with consumers. X’s Brand Equity Performance in the Clear Lens Segment Despite a noticeable decline, our client X retained benchmarking leadership in the clear lens segment, maintaining strong relevance and uniqueness. However, it faced increasing competition from local brands like C and B Lens, which were gaining ground in key brand pillars. X had seen a stable performance in terms of relevance and uniqueness but had experienced a significant drop in affinity, losing ownership of three out of five drivers in this pillar. The loss of these drivers, which included brand love and trust, indicated a shift in consumer perception. Shift in Consumer Behavior: The Rise of Other Brands The market had increasingly favored local brands in the beauty contact lens category, with A and B Lens emerging as key players. These brands focused on drivers that resonate strongly with the local consumer base, such as design, color variety, and brand trust. Their ability to offer lenses that met aesthetic preferences while maintaining comfort and affordability had allowed them to displace X as leaders in the beauty segment. For instance, the study highlighted that A had strong ownership of performance-related drivers like “easy to insert and remove” and “all-day comfort,” as well as aesthetic drivers like “range of colors” and “designs and effects.” Meanwhile, X had struggled to keep pace, particularly in offering unique and appealing design options that catered to beauty-conscious consumers. Impact on Marketing and Consumer Engagement

3. Another area where our client has faced challenges is digital engagement and marketing reach. While X still led in overall brand outreach, other local brands had made significant strides in their digital presence. The brand equity study noted that search volumes for local brands had surged, indicating growing consumer interest. These brands effectively utilized digital campaigns and social media engagement to strengthen their position in the market. X, on the other hand, had seen a year-over-year decline in both its share of views and engagement on digital platforms. Brand Equity Analysis: Increase Your Sales with GrapheneAI X’s declining position in the market, particularly in the beauty lens segment, highlighted the increasing influence of local competitors like A and B Lens. While X maintained leadership in the clear lens segment, its weakened brand potential and declining affinity scores in both categories were causes for concern. To regain its benchmarking edge, our client X could need to focus on enhancing product aesthetics, rebuilding emotional connections with consumers, and strengthening its digital marketing strategies to compete with the agile and innovative local brands. The AI-based analysis also unfolded additional insights specific to the client brand and its product offerings; these are to be withheld in the interest of confidentiality. Contact us to get an objective view of your brand performance using GrapheneAI’s proprietary methodology for brand equity analysis.