Simple Brands

There are 197 'simple' brands in the BMM 2008, belonging to 21 sectors. Each brand has been measured in accordance with two dimensions.

Consumer Behaviour

• I consume this brand regularly
• I consume this brand now and then
• I have already consumed this brand but I won't consume it again
• I have never consumed this brand

Brand Attraction

• This is my favourite brand, I would recommend it
• This brand attracts me, I could choose it
• This brand does not tell me a lot, I don't know whether I would choose it or not
• I have never consumed this brand
• This brand does not attract me, I won't choose it
• I do not know this brand

Conversion Model Brands

There are 302 brands with an in-depth analysis in the BMM 2008, belonging to 16 sectors. This in-depth typology of the brand relationship is based on the Conversion Model, a psychological model that measures the strength of the relationships between consumers and brands.

For each of the 16 sectors, there are a number of specific sectorial questions and motivations.