Financial Services, Brand Equity

 

BUSINESS SITUATION:

An international banking firm needed to determine overall brand equity and image across several countries in order to develop plans for deploying a more consistent brand message.

 

RESEARCH OBJECTIVES:

The goal was to determine the most important brand image attributes driving overall brand equity, identify the strengths and weaknesses of the client brand compared to top competitors in each market, and determine key messages that could be used to maximally differentiate the client brand from other brands on the most important image dimensions.

 

METHOD:

Quantitative, CATI telephone using native language interviewers

 

OUTCOME:

We developed clear brand profiles for the client brand and key competitors in each market to serve as a baseline for comparison after a new positioning campaign is initiated and identified a specific set of messages for the client brand to serve as the foundation for a “brand re-fresh” marketing effort across several countries.