| Any brand assessment would require answers to the following questions. First: whether the brand promise is relevant currently. Second: whether the brand promise is congruent with consumer need paradigm, functionally and emotionally and lastly whether the brand is delivering what it promises to deliver.
Typically answers to these questions, more often than not, would pinpoint the concern areas for the brand and state of its health.
A simple frame work for brand assessment would be as follows:
|
| Our modus operandi is to investigate and arrive at success factors for the brand, keeping in mind the initial milestones, the category buying dynamics, customer satisfaction, relative market share etc.
We would zero in brand dash boards indicative of current state and strategy for the brand
For example it involves understanding and measurement of Brand awareness, brand perception/Image, brand drivers, brand usage/share, brand loyalty/repeat purchase rate, brand core value. Typical illustrations of brand metrics.
In practice We aim to create metrics for each brand as necessary. However we do have a readymade and simple module for brand diagnostic and assessment, for quick assessment.
|
