Knowing how your brand is performing with your target audience will help you understand where you want to focus marketing strategy and budget. Brand health studies also help you understand who your direct competitors are and measure the effectiveness of your strategy.
To maintain and enhance brand health, consumers must move across numerous thresholds: from unaware and unwilling, to loyal recommenders and brand endorsers.
Brand health can be measured using:
- brand salience
- brand affinity
- purchase consideration
- purchase incidence and loyalty
- rational and emotional associations
- barriers to brand use
- spending allocation by brand
We leverage insights from an initial qualitative phase to inform quantitative research and create a simple and transparent brand health score. We use relative ranking, producing a crisper assessment of brand health than models using scale questions to examine brand attributes. We also use customized weighting of functional and emotional brand attributes to accurately define decision-making factors for the brand and category. Our powerful discrete choice modeling and future-oriented recommendations also help you optimize brand positioning and messaging.