Other, Brand Equity

 

BUSINESS SITUATION:

A client company was faced with overwhelming complexity in it brand/product portfolio (1 corporate brand, but over 100 sub-brands across 300+ product groups).  Information was sought to identify which of several branding strategies should be carried forward in order to optimize overall corporate value, and develop a new focus and discipline for brand management.

 

RESEARCH OBJECTIVES:

The client wanted to:

·         Determine what each master brand means, could mean, or should mean

·         Identify strengths and weaknesses on Recognition and Regard for master brands

·         Identify how far each brand can be extended without dilution

·         Clearly delineate the role of the “parent” or “corporate” brand as it relates to sub-brands, does it add value or detract?

 

METHOD:

Quantitative, mixed-mode using telephone and online interviews.

 

OUTCOME:

This research gave the client a clear understanding and strategic plan for emphasizing corporate or product brands, and eliminated confusion by refining the product brand portfolio.

 

 

 

 


Other, Brand Equity

 

BUSINESS SITUATION:

A large media organization was interested in measuring the brand equity of its media properties contrasted against key competitive networks and properties in order to understand overall trends and how it compared to key competitors.

 

RESEARCH OBJECTIVES:

There were several key objectives for this research:

·         Understand brand equity for key media properties

·         Evaluate levels of awareness for key media properties

·         Determine how its brand equity compares to key competitors

 

METHOD:

Burke conducted a multi-mode survey (phone and web) among more than 1,000 viewers of media properties.  Respondents evaluated relevant media properties on awareness, familiarity, loyalty and key brand equity and other attributes.  The analysis provides a measure of brand equity for key media properties and tracks that year to year.  The client’s media properties are compared to key competitors on both the brand equity score as well as components of brand equity.

 

OUTCOME:

The research provides the client with actionable information to make strategic decisions about its media properties relative to the market as a whole.  It guides them in making decisions about how each property stacks up to its primary competitor(s) and provides insightful information on what changes can be made to improve its equity in the marketplace.

 

 

 

 


Other, Brand Equity

 

BUSINESS SITUATION:

A large global manufacturer seeks to measure their brand and competitors among consumers, assess strengths and weaknesses of the brands, and understand brand perceptions.

 

RESEARCH OBJECTIVES:

The client wishes to evaluate and monitor their brand versus competition over time among consumers who are in the target market of their products.

 

METHOD:

Burke conducted a 10+ year brand tracking study among consumers across various product categories. Yearly analysis included tracking of brand equity index, key driver analysis and performance ratings. Ad tracking/evaluation was also included.  Analytical techniques were used to identify key drivers of the key stage identified in the purchase funnel.

 

OUTCOME:

Reporting every year or so at the product level has allowed customization of reporting by product category depending on when the product team needs information.  The research provided a variety of information on how their brand and others were positioned in the minds of consumers and strategic information on strengths and weaknesses.