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Challenge
A major player in the highly competitive financial-services industry commissioned
The Strategic Counsel to research the effectiveness of its competitors'
advertising and branding strategies.
Strategy
We have conducted continuous tracking on behalf of this client for almost
a decade. To measure advertising effectiveness, we use such techniques
as aided and unaided recall, prompted recall, executional recall, proven
recall and advertising diagnostics. To provide an ongoing assessment of
branding strategies, we use such key measures as top–of–mind and
total unaided brand awareness, brand usage, overall brand preference,
brand preference by product line and brand imagery.
Results
The research has helped our client understand its competitive position
in the market. Based on our research analysis, we have been able to make
valuable, on–going recommendations about market positioning. In addition,
modeling work has provided some benchmark indicators on the relative effectiveness
of GRP spending.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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