What is it about?
Comprehensive approach helping to evaluate brand positions in the market, estimate interrelations and strength of impact of different factors on your brands, trace the whole chain of brand development – from brand awareness to sales, define key development directions, optimize marketing strategy, determine the optimal mix of marketing instruments.
Possible levels of analyses: brand portfolio, brand
What do you get?
Driver Analysis
- How strong is my brand?
- Which factors affect the brand at each stage of the brand funnel?
- What is the strength of impact of different factors? How the strength of impact will evolve?
- Which problems and opportunities does the brand face at different stages of the brand funnel?
- How to prioritize efforts in promoting the brand?
Marketing-Mix Effectiveness
- Which marketing tools are the most effective?
- What return will I get from using different marketing tools?
Marketing-Mix Optimization
- What is the optimal level of investment in my brand?
- How to allocate marketing efforts among brands in my portfolio?
- Which share of investment should be channeled into brand image development and into promoting current sales?
- How to allocate investments among different marketing tools (trade, traditional media, digital, etc.)?
- In which periods of time and how frequently should I use different marketing tools?
How this might look
