⬇ SAMPLE PREVIEW — Data anonymized for illustration purposes only · Purchase the full report at gladius.app
GLADIUS · Extended 300 · Interactive Results Dashboard
Banking Sector — Country X
Top of Mind #1
Bank A
48.0% spontaneous first mention
Preferred Bank
Bank A
44.7% declared preference
KSA #1 — Most valued attribute
App
48.3% of consumers rank it first
Key strategic gap
Bank D
74.3% awareness → only 7.3% preference
Overview
Brand Metrics
KSAs & Attributes
Strategic Signals
Sample Profile
Top of Mind — First spontaneous mention
Which bank comes to mind first, unprompted?
Total Brand Awareness — Spontaneous total mentions
% of consumers who mentioned each bank in any position
Preferred Bank
Which bank would you choose if you could pick freely?
Primary Bank — Most used
Which bank do you use most regularly?
Banks Worked With — Active banking relationships
% of consumers who hold at least one active product with each bank (multi-response — does not sum to 100%)
Full Brand Intelligence Scorecard
All brand metrics in a single view — n=300, Country X
| Bank | Top of Mind | Total Awareness | Preferred Bank | Primary Bank | Works With |
|---|---|---|---|---|---|
| Bank A | 48.0% | 94.7% | 44.7% | 41.0% | 62.0% |
| Bank B | 18.0% | 85.3% | 22.0% | 24.7% | 43.3% |
| Bank C | 12.7% | 67.3% | 16.3% | 17.0% | 33.7% |
| Bank D | 8.7% | 74.3% | 7.3% | 9.3% | 22.7% |
| Bank E | 7.0% | 57.7% | 7.0% | 5.7% | 14.7% |
Brand Funnel — Awareness → Preference → Use
How each bank converts awareness into active banking relationships
Key Success Attributes (KSAs)
What makes a bank "the best"? — Top 3 attributes selected by consumers
| # | Attribute | Bar | % |
|---|---|---|---|
| 1 | Buena app (Mobile banking) | 48.3% | |
| 2 | Confiable / Financial backing | 43.7% | |
| 3 | Atención rápida (Fast service) | 35.3% | |
| 4 | Buena plataforma digital | 33.0% | |
| 5 | Procesos ágiles | 29.0% | |
| 6 | Efectiva resolución de problemas | 26.7% | |
| 7 | Horarios convenientes | 22.3% | |
| 8 | Créditos accesibles | 19.3% | |
| 9 | Presencia en todas partes | 16.3% | |
| 10 | Innovación Tecnológica | 15.7% | |
| 11 | Sitio web informativo | 9.7% |
KSA Radar — Top 6 attributes by bank
Positive attribute association per bank vs. sector KSA importance
Positive Brand Attributes — Top 5 per bank
% of consumers associating each positive attribute with each bank
Bank A
Market leader — n=300
Buena app
42.0%
En todas partes
41.7%
Atención rápida
36.7%
Confiable
35.0%
Buena plataforma digital
32.7%
Bank B
Challenger #1 — n=300
Buena app
34.3%
Confiable
33.0%
Procesos ágiles
33.0%
Atención rápida
30.7%
Efectiva resolución
26.7%
Bank C
Challenger #2 — n=300
Atención rápida
35.3%
Buena app
30.7%
Procesos ágiles
29.7%
Confiable
29.0%
Horarios convenientes
28.7%
Bank D
Challenger #3 — n=300
Atención rápida
34.3%
Horarios convenientes
27.7%
Procesos ágiles
26.0%
Confiable
25.3%
Buena app
22.7%
⚠ The following analysis is AI-generated and cross-references primary field data with public market sources. It constitutes analytical interpretation, not verified fact. Review is recommended before use in strategic or investment decisions.
Signal 1 · Digital
The app battle is more open than TOM suggests
The #1 KSA is Buena app (48.3%), but Bank A — which dominates every other indicator — only reaches 42.0% positive app association. Bank B is just 7.7 points behind (34.3%). Bank C and Bank D trail further. The digital battle is more contested than brand leadership numbers suggest. A bank that invests decisively in mobile UX could close this gap quickly.
Signal 2 · Conversion gap
Bank D: high awareness, low conversion
Bank D outperforms Bank C in spontaneous Brand Awareness (74.3% vs. 67.3%) but loses in every downstream indicator: Preferred Brand (7.3% vs. 16.3%), Primary Bank (9.3% vs. 17.0%) and Banks Worked With (22.7% vs. 33.7%). The brand reaches minds but fails to convert into active relationships. Its weakest association is precisely the #1 KSA: app (22.7% vs. 48.3% consumer importance).
Signal 3 · Challenger efficiency
Bank B converts awareness into use more efficiently than Bank C
Bank B converts 85.3% Brand Awareness into 24.7% Primary Bank share. Bank C converts 67.3% awareness into only 17.0% Primary Bank share. Bank B's value proposition turns brand knowledge into active banking relationships more effectively, confirming its position as the strongest structural challenger to Bank A — despite having lower TOM (18% vs. 12.7% for Bank C).
Awareness → Preference → Primary Bank conversion rates
Comparing how efficiently each bank converts brand awareness into active customer relationships
Gender distribution
Male50.3% (151)
Female49.7% (149)
Age range
18–25 years23.3%
26–35 years38.0%
36–45 years25.0%
46–55 years9.7%
56–65 years4.0%
Monthly household income
Under $50023.3%
$501–$1,00033.7%
$1,001–$1,50022.4%
Over $1,50020.6%
Geographic distribution
Capital city dept.86.0% (258)
Dept. B5.0%
Dept. C1.7%
Dept. D1.7%
Other departments5.6%
Vehicles in household
None43.3% (130)
1 vehicle34.0% (102)
2 vehicles19.3% (58)
3 or more2.3% (7)
Methodology
DesignFree Fall (no quotas)
Samplen = 300
Confidence95% (z = 1.96)
Margin of error±5.66 pp
MethodOnline survey (CAWI)
PanelMixed (GLADIUS + external)