Brand health tracking research: Measure your brand performance over time

B2B buyer expectations are increasing rapidly. What might be important to your audience one day might be a thing of the past the next. It is therefore essential that you regularly track brand performance over time.

Through this evolution of B2B buyer expectations, it has become more apparent that an organization needs to focus not only on what is important to the company they are selling to, but also the buyer themselves. This is where a strong brand plays a vital part.

Brand health tracking research can measure how your brand is performing on awareness and usage, brand positioning and brand performance. It will show what aspects of the brand funnel need bolstering, whether the brand position is correctly aligned with brand objectives, and where strengths and weaknesses lie in order to improve brand investment.

 

Our Approach: The Brand Health Wheel

brand health tracking - brand health wheel

  • The “Brand Health Wheel” measures three important components of brand health and reveals an overall brand health score that can be tracked over time

  • Awareness and usage measures your unprompted awareness ranking within the market, and the percentage that would consider your brand if re-evaluating

  • Brand positioning measures how strongly your brand is associated with the market’s top three desired positions, and how strongly your brand is seen to be differentiated from other brands in the market

  • Brand delivery measures the overall satisfaction with your brand and the likelihood to recommend it to others

Our Approach: The Brand Strength Score

brand strength score

  1. Identify an overarching business objective and a means of measuring it within the dataset

  2. Identify the broad set of inputs that are measured within a survey that will be used in the analysis

  3. Refine the inputs to a ‘core’ set using statistical analysis and use ordered logit regression to assess the impact of all inputs on the overall objective

  4. Group the core elements using factor or cluster analysis to create clear, distinct categories of similarly themed attributes

  5. Derive performance scores for each category using a method best suited to the spread of data

  6. Derive the overall Brand Strength Score by taking an average across all categories to create a single metric

 

What is involved in Brand Health Tracking Research?

Most of our brand health tracking research is carried out amongst a representative sample of your target audience, rather than interviews exclusively with customers. It is just as important to know how your brand is perceived amongst potential customers as it is amongst existing customers. This can present problems in a very fragmented market where companies have a small market share, in which case we would boost the interviews with users of the brand.

We ensure we have a sufficiently large sample size so that we know that differences between waves of the brand health research tracker are significant. In business-to-business markets this can sometimes be difficult because the total audience / available market for certain products are measured in the hundreds or thousands of companies. Relatively few B2B markets have millions of potential customers. We sometimes have to return to interview the same respondents after 12 to 18 months, though this is not usually a problem as respondents are unlikely to remember specifically how they answered questions in an earlier wave of the study.

 

Case study: Helping Hyland to unlock brand potential and drive brand growth

Hyland is a leading global provider of enterprise content management and content services (ECM & CS) software. The company has grown rapidly since its inception through a combination of organic growth and acquisitions but sought a consistent, structured approach through which to assess the performance of its brand assets and to guide its brand building efforts.

To achieve its goal, Hyland recognized a need for an independent market research program to benchmark and understand brand performance, diagnose the brand’s core strengths and weaknesses, identify market needs and priorities, assess performance across the Hyland brand portfolio and develop a comprehensive brand playbook to deepen its leadership position in its industry.

brand equity tracking case study

 

Case study: Merging two successful brands into one and tracking subsequent brand performance

A leading supplier of door hardware and entrance systems and a major player in access and security solutions merged to create a new company.

Key to the success of the merger was the launch of a new combined brand – designed to build on the strengths of the existing brands, create an opportunity to showcase the wider portfolio of solutions available and develop an offer that addressed the needs of the market.

As such, our client wanted to support the new brand’s development by setting a benchmark measurement for brand health, against which brand development could be tracked over time.

brand health tracking research

 

Our Clients

E-ON
Samsung
Diversey
Fujifilm
Hyundai
TomTom
NTT
Johnson Controls
 

B2B Insights and Viewpoints: What we’ve learned from doing brand health tracking research

 
The Importance of Brand Measurement and Benchmarking
Why leading B2B brands turn to quantitative brand health tracking programs to help them build stronger and more differentiated B2B brands.
 
How to Determine the Strength of Your B2B Brand
How to use brand health research to differentiate effectively, decide where to focus brand investments, and refine your brand architecture.
 

Determine a strong B2B brand position >

Ensure your brand campaigns resonate with your market >

 
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