E-Poll Market Research

Accurate Brand Alignment: Matching Partners to Performance

A laptop displaying a branding presentation with the text 'BRAND' in bold yellow, surrounded by hashtags related to identity, design, value, marketing, and advertising. A notepad with sketches and notes is visible beside the laptop, with a hand holding a pen and a coffee cup in the background.
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Strong brand partnerships work because they move the right KPIs, not because they look good on paper. Whether complementary or supplementary, effective partners reinforce core drivers of brand value, including:

  • Trust & Credibility: brands people rely on
  • Identity & Emotional Resonance: brands people choose and support
  • Life Improvement & Utility: brands people keep because they make life easier

E-Score Brand shows whether a partner strengthens the right driver and whether that strength shows up in the KPIs that matter.

Trust & Credibility

These brands succeed by reducing risk; reliability and consistency matter more than excitement.

Chart comparing the perceived trustworthiness, reliability, safety, and brand loyalty of Toyota, DuckDuckGo, and PayPal, with numerical values indicating their scores in each category.
  • All brands over-index on trust and reliability, driving loyalty.
  • DuckDuckGo stands out on safety and privacy, posting one of the highest ‘Safe’ lifts (+25) and translating trust into repeat use.
  • Best fit as complementary partners for finance, healthcare, insurance, utilities, and B2B categories.

Identity & Emotional Resonance 

These brands create value by helping people see themselves in the brand, not by reducing risk.

Chart comparing brand appeal with columns for 'I Identify With', 'Fan of Brand', and 'One of My Favorites', featuring Sanrio, Spotify, and Marvel with associated scores.
  • All brands over-index on identity and fandom, supporting advocacy and brand choice.
  • Sanrio leads on identity by creating comfort and belonging, posting the strongest lifts on ‘I Identify With’ (+20) and ‘One of My Favorites’ (+20).
  • Best fit as supplementary partners for lifestyle, entertainment, wellness, fashion, and culture-driven categories.

 Life Improvement & Utility 

These brands stick because people use them every day and don’t want to switch.

A chart titled 'Make people stay' comparing three brands: Amazon Prime, Google, and Supergoop! with scores on their impact on lifestyles, relevance, and competition. Amazon Prime scores highest in all categories, followed by Google and Supergoop!.
  • All brands over-index on life improvement and ‘Better Than Competitors,’ supporting habit and retention.
  • Amazon Prime earns stickiness through everyday convenience, posting the strongest lift on ‘Makes My Life Better’ (+29) and a clear advantage versus competitors (+25), raising the cost of switching.
  • Best fit as reinforcing partners for tech, CPG, services, wellness, and mobility categories.

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