BRAND HEALTH is the term used for the research of brand positioning on the market.
4Service’s tools for brand health offers one-off market consultations using Brand Point Analysis (the analysis of the brand’s position on the market) with the possibility of repeated measurements and a regular study of the market situation as part of its service Brand Health Tracking.
These are the things that businesses need to remain healthy.
Brand Health Tracking (BHT)
This is a type of market research that is conducted with a certain regularity (every two weeks, every month etc) in order to obtain information about the status of a brand on the market based on indicators such as prominence, demand, image, the characteristics of its consumers, brand health, etc.
We trace the way customers become loyal to a brand: what percentage of consumers think of a particular brand spontaneously, which think of a particular brand following some hinting, how many consumers use a particular product/service, what are the key aspects associated with a brand; what proportion of users consider the brand to be a favorite and how many choose it most often, over other brands.
What tasks can be solved by BHT:
For example, if a company needs only one session of BHT per quarter during the measurement of market shares, a survey of respondents should be conducted more often when measuring customer brand knowledge from advertising.
By collecting information through various methods, brand tracking is usually divided into three stages (depending on the target audience and how difficult they are to reach). These three stages are: telephone interviews, personal (face-to-face) interviews at homes and/or conducted on the street and online questionnaires.
Brand tracking is not a one off method of research, but a constant tracking of the brand, analysis and measurement of all that affects a brand’s market performance and a business’ overall effectiveness.
WHY CHOOSE 4SERVICE
– We use both traditional and contemporary methods to collect data: We work using two models, one with a simple set of indicators and the other targets more complex industries such as food and service industries.
A more complex model involves an in-depth study that includes up to 10 estimated indices.
– We offer a control of initial data
– We cover the whole of the country
– We provide a solution for non-dynamic markets/markets with a limited number of players (Brand Point Analyze)
In order to achieve maximum efficiency, we also carry out in complex:
Web Social Media
Qualitative research (focus groups, in-depth interviews, ethnographic research)
Price Sensitivity Measurements