Brand Equity & Tracking

A brand is an asset. It is essential to understand the commercial value, or equity, that is derived from consumers’ perceptions of your brand. Addison Research’s experts help you build stronger brands by strengthening your brand equity, defining the best positioning and managing your portfolio.

Through Brand Tracking, we continuously measure the development of your brand within key matrices/variables such as Brand Awareness, Brand Experience & Usage, and Brand Image.

Client Questions

  • What is the awareness of our brand?
  • What are the perceptions of our brand?
  • Are we making progress toward key perception change goals?
  • How do we understand the value of our brand and what adds to or subtracts from it?
  • How can I track brand performance, assess the competitive landscape and understand consumer behaviour?
  • Which competitor brands can I gain share from and which should I defend against?

Our Solutions

Brand awareness and associations are two key aspects of brand equity. To keep your brand on track, you must keep track of it. Competitor activity, which you cannot control, has an influence on perceptions – and you must continuously track those perceptions.

We focus on:

Brand Equity & Positioning

We link brand equity drivers to clear business outcomes, allowing us to model potential scenarios for brand growth. This provides you with a clear perspective on future growth opportunities.

Penetration and Advocacy

We measure penetration – the proportion of your target market using your brand. And we measure advocacy too – the proportion likely to recommend your brand.

An excellent measure of brand efficiency is the proportion likely to recommend your brand out of the total number aware of it.

Brand Maps – Visualizing Brand Associations

Correspondence analysis is used in branding research to analyse the relationship between brands and various brand characteristics (product and service attributes) through a brand map.

By plotting multiple brands on a brand map, it is possible to identify which characteristics define brands (i.e. characteristics more strongly associated with one brand), which brands share a similar profile in a market, and which characteristics are unclaimed by brands.

Brand Tracking – Keep your brand on track

When setting up a brand tracking research survey, we consider two important criteria – what metrics will we be tracking, and how frequently will we be doing so.

The metrics we track are chosen because they are indicators of brand strength and are likely to be the main components of the brand funnel – awareness, consideration, usage, and advocacy.

We are also likely to track the association of the brand with various words or statements to see how it is aligned in the minds of your target audience.

Case Studies

Case study: Realigning a Brand Portfolio

Business Challenge

A large consumer packaged goods client of ours had more than 400 different brands, most of them old, atrophied and no longer in use. They needed advice on how best to streamline them.

What we did

Because these brands existed in various countries – some of which were stoutly defended by local marketers – we had quite a challenge on our hands. Initial research indicated that these brands were simply product labels and customers neither knew them nor used them. Eight family brands were selected to replace and simplify the previous portfolio. Subsequent research showed how these brands would be positioned against competitor brands so that they could be aligned and strengthened appropriately.

In addition to successfully giving direction to the brand portfolio, the brand research was designed as a tracking study so that the strength of the realigned brands could be measured year on year.

 If you would like to talk to us about your next research study

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