Brand health study

In the course of the company's activity, a drop in demand for goods and services sold is possible. In this case, you need a comprehensive analysis that allows you to see your own company from the outside, objectively assess its potential and deal with the existing shortcomings.

For this, Brand Health research is carried out. It includes a whole range of research tasks, the solution of which is aimed at identifying the strengths and weaknesses of the brand, as well as market positions relative to the main competitors, considered in the categories of their perception by consumers.

The work of any company implies a whole range of activities: work with the marketing department, sales, personnel and product quality. Often problems arise in this chain, which ultimately affects the decrease in demand. A comprehensive look from the outside allows you to see all the shortcomings, as well as consumer brand relationship. Is his attitude towards the brand changing? Is he ready to shop? These and other questions are answered by brand health assessment.

What information does brand health research provide?

At its core, brand health is a visual demonstration of the true customer attitudes towards the company, who choose products based on their individual preferences. This study provides very important information:

• brand recognition (spontaneous, with or without prompts);
• perception of the company in comparison with competitors;
• brand uniqueness, as well as common points with competitors;
• NPS Index score;
• revealing consumption characteristics (motivations and barriers to purchase the products of the investigated brand);
• brand personality map (emotional and rational characteristics).

What does the brand health pyramid include?

The most basic method of pyramid construction includes knowledge (awareness of the brand itself), the experience of the first and second purchases (whether they are buying a regular or not), willingness to recommend the products to others, as well as general loyalty to the brand .

Brown pyramid is often used for complex analysis, which includes:

• brand knowledge;
• relevance - matching brands to customer needs;
• functionality - the ability to meet these needs;
• competitive advantages of the brand;
• сustomer loyalty to the brand.

It is assumed, that the movement of the consumer on all of these levels takes place sequentially. This allows you to calculate the conversion rates of consumers when they go to the next level.

How often should the research be done?

Brand competition is an ongoing process. At the same time, the company, which takes into account the target audience, has better profit performance.

This requires constant analysis of brand health indicators, which allows you to monitor the situation, develop further promotion strategies, as well as assess the need for repositioning and rebranding.