 "Brand
Health drives your business"
But brands are defined by their consumers, not the producers.
Understanding the complex interaction that takes place within
the consumer's mind, heart and wallet to influence the usage
pattern, preferences and definitions of brands by consumer segments
has long been the focus of researchers into consumer behaviour.
Yet, we remain very fuzzy about this driving relationship as
evidenced by the large amount of advertising that yields no
result and the routine failure of new products to meet their
objectives. First Key introduces a proven diagnostic and predictive
consumer research and analytic model you need to know more about.
Today, using a proprietary worldwide database interlinked
to state-of-the-art research tools, First Key can offer senior
executives the strategic management information and insights
needed to proactively direct and coordinate individual brands
and brand portfolios. We call this process BEST (Brand
Equity Strategic Templates).
Based on solid academic research and work with a closed group
of large multinational companies, over 500,000 standardized
interviews have been conducted covering 300+ brands, across
65 categories in more than 30+ countries. For further information
please view our Brand
Health brochure in pdf format (1.27MB).*
Traditional brand health tracking
systems often have difficulty answering many of these questions
- we can.
- What are the fundamental drivers of brand health?
- How healthy is my brand vs. competition?
- Why does the brand not respond to the new creative
treatment and / or spending increases?
- On what basis can I most effectively appeal to users
who have positive impressions but low usage levels
of my brand?
- Can I risk reducing spending?
- How is my pricing activity affecting consumer perception
of my brand?
- What do we have to communicate better or differently
to build profitable market share?
- What motivating factors drive brand loyalty for
my brand and for competition?
- How do we optimize our brand portfolio for each
country / region?
- Why is the brand doing well in some countries but
not in others?
- Why is competition gaining on me?
- Why can we not retain market share post promotion
or resist competitive promotion?
- On what consumer perceptions are my competitors
most vulnerable?
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*Adobe Acrobat Reader is required to
view pdfs, click
here to download the software if needed. |
