Telecoms · Brand equity
Brand equity research for M1's SIM-only and fibre broadband brands
M1 · Havas Media Singapore · 2023–2024
- Studies
- SIM-only · fibre broadband
- Sample
- n=531 · n=708
- Brands
- M1 and its digital brand Maxx
- Method
- Online survey
The challenge
Both categories are crowded, led by one dominant brand and increasingly commoditised. Brands compete mainly on price, and what customers see as value is being redefined. M1 needed to know where its brands stood, which equities drive choice beyond price, and where to put media money to grow familiarity and consideration.
The approach
- Brand health: awareness through familiarity, consideration, usage and NPS
- Positioning gaps: category driver analysis against competitors
- Influential media: which touchpoints build familiarity and consideration
- Recommendations: equities to grow, defend and leverage
My role
Sole researcher on both studies, responsible end to end for questionnaire, sampling design, fieldwork management, analysis and reporting.
The outcome
For the newly launched Maxx, the research set awareness and familiarity as the first priority. It showed that advocacy depended on network reliability, and identified the touchpoints with the most influence on familiarity. The same framework then carried over to fibre broadband, giving M1 comparable reads across both categories.