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Challenge
Telecommunications companies generally offer similar services, and rely
heavily on branding to maintain and grow market share. Looking for a solid
base for its brand positioning and media planning, a telecom company turned
to The Strategic Counsel for in-depth research to answer two main
questions. Which telecommunications brand in Canada is most successful
in communicating its image and attributes? And what impact does advertising
have on how consumers view the different brands?
Strategy
To address these objectives, we have undertaken continuous tracking research
among the company's existing and potential customers. The research tracks
traditional advertising metrics, including ad recall, message recall and
diagnostics. It also evaluates consumer perceptions of different brand
images, and measures preferences for brands.
Results
Our tracking program has met both of the company's major objectives. In
a fast-growing industry where competitive advantage shifts constantly,
the research has given the company the means to generate effective responses
to competitors' branding and pricing challenges.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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