Understanding the evolution of a brand’s reputation in an environment where it is highly linked to other brands
Our client wanted to understand how their reputation was evolving, particularly with respect to positive impressions and trust. They also wanted to understand the extent to which their brand was linked to ‘sister’ brands, and whether this connection was a benefit or not.
An online study of 2000 residents of the service area was undertaken. Oversamples were done in three areas where the organization had ongoing capital projects to see if the brand’s awareness and reputation were being positively affected. Advanced analytical work was undertaken to identify the drivers of positive impressions, as well as the drivers of ‘trust’ to help guide the organization’s plans to further strengthen their brand over the upcoming year.
The research results provided insight to help guide the organization’s communications and branding activities over the coming year.