Linking Perception to Reality with NIQ's Brand Architect - A Wells Dairy Case Study

Session Details: Are certain brands truly irresistible, or are they just very good at buying loyalty?

Brand Architect, NIQ’s newest brand tracking system truly connects what consumers feel with what they do, linking perception directly to real-world sales performance. In this session, Wells and NIQ will share how consumers feel about some of America’s most loved ice cream brands and how consumer perception manifests itself in market share realities.

When a brand captures both irresistibility and market share, it unlocks sustainable growth and long-term profitability. This session breaks down the very different paths brands take to get there, and what separates favorites from category leaders, understanding how consumers make choices in the real world and which have true brand strength.

- Understand the different paths brands take to achieve “irresistibility” versus buying loyalty, and why it matters.
- See how NIQ’s Brand Architect connects consumer perceptions directly to real market share performance
- Learn what separates emotionally loved brands from those that sustain growth and profitability.