BRAND HEALTH

Assess how strong your brand is compared to your key competitors with Cambridge MR.

We calculate brand strength by evaluating your brand compared to other relevant brands on key success drivers.

Our drivers analysis helps you to understand the most important things to ‘get right’ to ensure consumer satisfaction. These are also the attributes we’ll base our relative brand strength score on.

Drivers are usually derived using overall opinion as the dependent variable, but as our methodologies are always designed around your objectives and with your needs in mind, the recommended dependent variables may alter.

At CMR, your Client team is both knowledgeable in your category and experienced at conducting both qualitative and quantitative research.  Using a combination of these techniques, we will provide you with detailed recommendations on the most effective attributes to include for your category.

Besides providing a relative brand strength score, we offer a relative value score, which takes price into account.  This is particularly appropriate for categories where there is a significant variance in the selling price of products.

Communications tracking is included in many of our brand health studies, where we evaluate the influence of comms on your brand strength; in all cases, our tracking studies are entirely tailored to suit your requirements