Developing Brand Health

When you need to understand the strength of your brand, M/A/R/C’s BrandLink provides the analytic framework for identifying the drivers of brand health as well as assessing how effective your marketing efforts are at reinforcing or changing brand perceptions.

Whether measured for the parent brand or the lines of business, brand health is determined by the attitudes, perceptions, expectations, and behaviors resulting from all brand interactions and experiences that ultimately shape preference for the brand.

M/A/R/C takes a unique approach to brand health research. While we provide the conventional analyses, such as awareness, usage, loyalty, and brand image measures, our approach goes well beyond traditional metrics. We determine the advantages and disadvantages of the brand relative to competition, and the degree to which the advantages are unique to your brand or shared with other brands in the category.

Our approach starts by laying the foundation and providing a definition of brand health. We believe that the ultimate measure of a brand’s strength is its ability to be chosen over competing brands. The drivers of brand health are not measured by a single trait, or even a handful of traits. Our brand health framework is the by-product of years of experience in understanding what should and should not be included in measuring the health of a brand.

A culmination of Communication Advantage, Product Advantage, and Market Advantage, the output of this framework is an analysis of the relative strength of each attribute or trait in driving overall preference for the brand versus its competition.

The utilization of preference share, which is predictive of future changes in market share, provides a trackable measure to assess fluctuations in overall brand health, as well as a means of determining which marketing improvement initiatives are worth investing in.

For case studies, or a proposal featuring a BrandLink solution, please at 800.884.MARC (6272).