annual brand health tracker
THE Situation
A premium vehicle manufacturer came to us to benchmark their brand presence and consumer perceptions in key markets, for every category of vehicle they sold.
Domestic sales and overall brand image were strong, but they wanted to gain a deeper understanding of customer priorities to inform future product development and communication opportunities.
The approach
We created an online quantitative survey to understand the perception of 10 brands, in six categories, across nine markets, with a sample of 4,000+ owners of performance vehicles. Strict screening was utilised to ensure we were talking to only the right owners.
The survey segmented respondents based on their demographics and vehicle usage, then deconstructed the elements that make up brand perception, including product specification, product appeal, brand image and appeal, servicing and technical support, dealership quality, and public profile.
Using a bespoke interactive online dashboard, we offered clients an immediate graphic presentation of any statistics they desired. A multi-level access hierarchy also enabled the client to give each area manager a specific password to see only the data relevant to their market.
the outcome
Areas of strength and weakness compared with each competitor in each market could now be quickly assessed, providing the foundation to investigate weaker markets and share best practice examples from stronger ones.
The client was able to use our bespoke dashboard to build stronger communication with their area managers, developing localised strategies to target their desired customers more effectively, talking to them in the right way.
Our brand tracker is now in its third year, having grown to cover 15 markets and more than 5,000 respondents.