The sheer quantum of work done by
Francis Kanoi in the field of brand tracking and image analysis has led to a body
of "theory" of its own.
example in this regard is the concept of "brand momentum" to explain
the repeatedly observed capability of aggressive new brands to acquire a brand
share disproportionate to their preferences. The finding was that changes in status
over time measure the ability of a brand to acquire market share better than absolute
values at a particular point in time.
on these findings, Francis Kanoi has come up with a whole body of theory to explain
thresholds where preferences and shares are equal, those where preference is higher
than share and vice versa.
brand image analysis, Francis Kanoi adapted the Differentiation Ratio Analysis,
a technique proposed primarily for corporate image studies, to provide tremendous
insights on brand image in the Indian context.
has been used so extensively in such diverse product fields that the company has
unmatched expertise in the use of the technique and the interpretation of findings