CPG, Brand Equity

 

BUSINESS SITUATION:

A client company owned five parent brands across several product categories.  In order to meet corporate growth objectives, the goal was to expand overall brand presence and sales volume by identifying promising areas of new sales growth.  Information was needed to identify which of the 70 new brand extension concepts were high in sales potential and were of optimal “fit” with the current existing parent brands.

 

RESEARCH OBJECTIVES:

The client wanted to determine relative brand equity among five current parent brands and identify, for each parent brand, optimal brand extensions.

 

METHOD:

Quantitative, online panel

 

OUTCOME:

We identified the strong and weak parent brands based on key measurements of recognition and regard, and determined the “winners vs. losers” among the 70 new product ideas.  We also identified “the best seven” new product/brand extension ideas deserving of further investment and most likely to meet the corporate objectives of reinvigorating sales growth.

 

 

 


CPG, Brand Equity

 

BUSINESS SITUATION:

A major manufacturer of consumer packaged goods was interested in developing a brand equity program to assess the overall brand strength of their portfolio of brands.  Their needs required a program that would address overall brand equity as well as marketing investment effectiveness.

 

RESEARCH OBJECTIVES:

The company wanted to develop a company-wide Brand Equity metric for a variety of brands in different categories, measure marketing investment across all communication vehicles and assess the ROI.

 

METHOD:

Quantitative, online tracking.  Research waves were designed around advertising flights for some brands and yearly for other brands.

 

OUTCOME:

After several years of tracking, the program evolved to address the needs of each brand individually while preserving the overall Brand Equity program.  Various teams throughout the organization use the research data as inputs into strategic planning, tactical planning, channel relationship management and training.  The program is reviewed multiple times per year by a cross-functional team of marketing researchers, marketers and communications professionals to keep it fresh and relevant.