Brand Performance

Image and Awareness Tracking

2Europe provides brand assessments to identify how your brand is currently viewed by your target markets. A quantitative survey based on a robust number of respondents provides insight on your brand awareness, image, product and service understanding and brand loyalty. Analysis of the brand variables provides the information necessary to develop the strategic direction to further develop the brand, the marketing communications budget and activity to improve the competitive position.

Your solution

The core solution is based on a Brand Reputation Index©, a tool which measures dimensions of brand equity. Brand equity is the sum of several dimensions that can be separately identified and measured – awareness, familiarity, image/personality, associations, product/service availability, brand preference and loyalty. Five dimensions will be most influenced by the communication activity and form the basis of your Brand Reputation Index©:

Topics Covered

A range of topics measure brand performance and brand reputation:-

Brand awareness (top of mind, spontaneous and prompted)
Brand usage (and conversion from awareness to sales)
Brand image (featuring 7 key positioning statements of trustworthy, innovative, leader, reliable, established, stable, reliable)
Product associations of sponsoring brands (prompted evaluation of main product / service lines)
Propensity to consider and barriers to consideration of sponsoring brands for Loyalty measures
Recall of and attitudes towards the promotions used (Believable or credible / How likely to inspire to purchase / Overall reaction / Likes or dislikes about the ads / Perceptions from ads)
Demographic characteristics of respondents
Introduce a Brand Reputation Index© giving a comprehensive comparative means of evaluating brand performance

Information provided for ease of comparison and use

Your Brand Reputation Index© is based on a ladder of each brand dimension as shown. The index can compare regions, markets, years, campaigns or competitors.

Competitive comparisons are shown against direct competition, the industry sector and the other technology sectors who are also trying to secure share of mind from your target markets.

Full details of competitors depend on those who take part in the surveys.