Measuring brand power: where are the growth opportunities for your business?

Once you have an understanding of how others view your brand, you can work on your brand growth. But as it turns out, consumers in general are barely concerned with brands. In fact, people turn out to be much more intuitive in their decision-making behavior than they think.

The brain is strongly focused on efficiency and avoiding choice stress. It is essential that people recognize a brand and link it to a specific buying situation. Everything revolves around the chance that a brand will pop up in the minds of consumers in a decisive (buying) situation.

This 'How Brands Grow' theory of Byron Sharp is a new vision on brand growth. Blauw has developed an approach to brand research that is consistent with this theory. Central to this is: When people think about your brand and not how they think about you as a predictor of market growth."

A concrete measurement tool instead of the classic abstract brand tracker. With this brand tracking method, companies gain insight into:

• How often consumers think of your brand
• Situations when people should think of your brand
• The recognition of your brand's unique brand elements

The classic fire tracker out the door: why it's time for something different

Current brand surveys provide little insight into brand strength and thus few handles for more brand growth. The classic brand tracker with marketing funnel and image settings often no longer shows significant increases or decreases, or fluctuations that cannot be explained. Moreover, the results often do not rhyme with online performance figures, such as conversion or search behavior.

Large organizations such as banks, energy companies and health insurers, the top 50 companies in the Netherlands, have known this for some time and are therefore looking for a new tool to measure brand power and brand campaign effects. It is time for something new, but innovation is exciting. Companies like Marktplaats, Quooker and Spa have already gone before you.

Connecting research and business

To best implement our brand tool, we take your organization through the entire brand research process. We set up 1, 2 or more internal work sessions, where we set up the brand tracker together. This makes the people on the shop floor part of the set-up of the measurement tool. And this way, not only the marketing and communication department of your company knows what is happening and you create support within the entire company.

Read more about our approach in our How Brands Grow Whitepaper.

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