Grow Brands & Marketing Performance · Capability 01
Brand Health & Positioning
Monitor brand performance over time and strengthen your market position by enhancing appeal and value proposition.
Questions this answers
- ?How healthy is our brand, and how is it changing over time?
- ?What drives choice in our category, and where do we stand?
- ?How is our brand perceived relative to competitors?
- ?What positioning should we own, and is it credible?
Overview
What Brand Health & Positioning gives you
Brand Health & Positioning research continuously monitors and improves your brand's performance through strategic tracking. We measure how the brand is performing across the funnel, from awareness to consideration, preference and loyalty, and how its image compares with competitors in the minds of customers.
Positioning work strengthens your brand's market position by enhancing its appeal and value proposition. Brand equity frameworks identify which associations drive choice, highlight where the brand is differentiated, and point to the most credible space to own. Tracking then shows whether positioning and investment are moving the brand as intended.
Methodology
How we approach it
Equity framework
Qualitative research and stakeholder input define the funnel, image attributes and equity measures relevant to your category.
Brand tracking
Continuous or wave-based surveys measure awareness, consideration, preference, image and advertising recall across markets.
Driver & perceptual analysis
Key driver analysis and perceptual mapping show which associations drive choice and where brands are positioned.
Positioning development
Positioning options are developed and tested for relevance, differentiation and credibility with target customers.
Deliverables
What you receive
- Brand health tracker and dashboard
- Brand funnel and conversion analysis
- Perceptual and positioning maps
- Equity driver analysis
- Positioning recommendation
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