1. Evaluating the Total Market for Condoms: A Competitive Analysis of Socially Marketed and Commercial Brands in Central America
2nd World Non-Profit & Social Marketing Conference
Megan Kays

2. Brand Equity
Brand equity is the overarching construct that characterizes brands and brand identification among target audiences

3. Vive Background

4. Research Background
Conjoint study (head-to-head comparisons) to evaluate brand equity in Vive compared to commercial brands
Nationally representative random sample
600 low income and 600 middle income
18-49 years old
sexually active men
used one of the main Guatemalan condom brands in past 3 months
Questions about:
brand awareness
brand equity
behavioral intentions
willingness to pay

5. Comparison of Brand Equity – Lower Tier
Amor
Escudo
Original
Odds Ratio
p-value
Satisfaction/Loyalty
2.537
0.001
2.447
<0.001
1.339
0.112
Perceived Quality
0.803
0.307
0.950
1.597
0.023
Leadership/Popularity
2.127
0.002
1.413
0.16
1.363
0.084
Perceived Value
1.167
0.484
2.014
0.007
1.393
0.073
Brand Personality
1.523
0.016
1.255
0.192
0.757
0.063
Age
0.833
0.083
1.211
0.076
0.985
0.876
Socioeconomic Strata
1.861
0.008
0.625
0.044
0.895
0.588
Education Level
0.980
0.864
1.342
0.020
0.942
0.572

6. Comparison of brands used with occasional, regular, and FSW partners
Vive Amore
Other
Occasional
92.2%
7.8%
Regular
89.7%
10.3%
FSW
86.4%
13.6%
Escudo
91.2%
8.8%
93.3%
6.7%
78.6%
21.4%
Vive Original
93.1%
6.9%
95.1%
4.9%

7. Willingness to buy brands at specific price points

8. CONCLUSIONS Low-tier consumers have high brand equity in Amore
Amore brand equity is similar to that of competitor Escudo
Escudo appears to be the ‘premium’ brand in the low-tier category
Men are willing to pay a higher price for Escudo
Escudo users were more likely to use another brand with FSW
Men who are primary users of one line of condoms but sometimes use another, may be potential switchers