THE BRAND GRAVEYARD MODEL

[Kalpana Heliya]

The Graveyard is a model by Young and Rubicam Europe in which brands in a product class are plotted on a recognition versus recall graph. We could measure the recall and recognition of 10 brands of SUVs and these measurements could be used to position each brand on the graph. One consistent finding across dozens of product classes is that brands tend to follow the curved line shown in the figure, with two important exceptions.
The first exception is healthy niche brands, where the brand has relatively little overall recognition among the mass of consumers, but has very high recall among the loyal group of key users. In this case the low recognition is not indicative of poor performance. A healthy niche player can sometimes expand its recognition and thus their customer base.
The second exception is the graveyard, the upper-left hand corner, is populated by brands that have high recognition but low recall. Customers know about the brand but it doesn’t come to mind when they consider purchase. This model tells us several things. First, high recognition in and of itself is not necessarily the mark of a strong brand. This can make for a tough situation for the marketer. If consumers feel that they know the brand, they may have little interest in listening to a new story about the already familiar brand. The Graveyard model also helps diagnose the slide of brands to the graveyard (slipping sales and market share) and is a call to action.


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[Business-education]

The graveyard model deals with recall vs recognition. This is one of the most important used method to know more about consumer and how they perceive the brand . It helps the marketers to find out that whether,consumer have high brand recall or brand recognition so that they can implement the plan accordingly.