brand health check descriptions

8/8/2019 Brand Health Check Descriptions

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Brand HealthcheckEvaluation and Positioning

UK/BRANDING

Brand Healthcheck:The scientific way to measureyour brand equity


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UK/BRANDING

We are all unique, original, different from everyoneelse, we all have our own idenity that denes whowe are. Your brand should say who you are, whatyou do and how you do it. Your brand should bedriven by your customers, to understand how youneed to talk to them.


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UK/BRANDING

How much areyou loved?

All brands need to keep abreast ofwhat they are doing right and wrong,to avoid ignoring the consumersneeds

No brand is perfect and there isalways room for improvementYoumay believe that your brand hasstrengths

Your consumers, clients, staff andsuppliers may think otherwise.

Or may think you have otherstrengthsYou may, therefore, beinginvesting in strengths that are

perceived as weaknesses - for thewant of proof


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UK/BRANDING

Measuring perception The moment you start asking,you get opinions

Research is great but it tends to lookat one side of the fence at a time

Problems arise from differencesof opinion

Traditional research produces datawhich you then have to analyse tomake sense of it

Perception is a difficult subject toresearch in the traditional way


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UK/BRANDING

Introducing theopinion remover

There needed to be a way of doingimpartial research into brand perceptionthat showed differences of opinion inan impartial fashion

There needed to be a way to allowthe research candidates do the talk-ing, instead of the people running theresearch groups

Brand perception needed to bemeasured in as scientific way as other,less emotional matters


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UK/BRANDING

Where we started We took brand apart and separatedit into components that we couldexamine separately, using delvingquestions

We found a tried and tested technology,used to power Management Training

and HR 360 analysis (for clients likeReuters and The Guardian)

We re-engineered the technology tohandle our new methodology usingsoftware experts in Cambridge

The result - proven engine,different destination


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UK/BRANDING

The psychology behindthe questions we ask

Using a technique we call Brand X-Ray, we unpacked all the components ofa brand and compared each with ahuman characteristic

Our questions relate in some way tohuman characteristics, so each one

can be easily understood by any-body, without specialist knowledge


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UK/BRANDING

The output Although the subject matter is basedon emotional matters, all the resultsare scientific in format

Charts give a clear visual explanationof the research findings

Differences of opinion are seen insharp focusThe gaps betweenvarious perception are obvious

Problem areas - and things to beproud of - can be easily seen

Responses to particular questionscan be seen in detail


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UK/BRANDING

Client: BPADate: 20.05.05Ref: BPA1001

Developed by MSAInteractive Ltd

Personality

EmotionalBenefit

RationalBenefit

Self Image

SocialImage

Proposition

Brand CharacteristicsOverall of your brandperception by stakeholders

n Managern Employeen Customer

1: Ineffective / Not demonstrated2: Needs development3: Effective /4: Superior /5: Exceptional


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UK/BRANDING



1.01.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

1.5

2.0

2.5

3.0

3.5

4.0

i m p o r t a n c e

Performance

Brand CharacteristicsOverall of your brandperception by all stakeholders

Top Right: StrengthsTop Left Priorities for actionBottom Right Supporting strengthsBottom Left Long term development


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UK/BRANDING



Brand Characteristics: Longer term development needs


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UK/BRANDING



0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Brand profile

2.8 3.0

3.8

A v e r a g e r a

t i n g

Brand ProfileOverall of your brandperception by stakeholders



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UK/BRANDING



0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Personality EmotionalBenefit

RationalBenefit

Self Image SocialImage

Proposition

A v e r a g e r a

t i n g

3 . 0

3 . 3

2 . 5

3 . 1

3 . 3

2 . 4

2 . 7 2

. 9

2 . 4

2 . 8

2 . 8

2 . 7

3 . 0

2 . 6

2 . 5

2 . 9

3 . 2

2 . 6

Brand AttributesComparison of brandperception by attributes



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Brand Negatives

Q) List up to 3 things about this brand you think should change

m Arrogantm More accountablem More aggressivem More connectedm

More dependablem More innovationm More organisedm More organisedm More organisedm More pro-activem More proffessionalm More Solidm More urgencym Not approachablem Not pro-activem The MD is wrong for us. He just gives off the wrong imagem They send rude emails about selling morem Theyre always doing loads of ads - they should spend money getting more staff to help with enquiries


UK/BRANDING




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Comments

Q) General comments.

m Exciting brand with potential needs to work on management skills and organistationm Good sold company, need some input with managemtn and technical innvovationm Great company, crap managersm Technically very good with excellent expeirience but unapproachable and coldm

Very good product, crap sales people and communiucations


UK/BRANDING




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UK/BRANDING

Brand Healthcheck:Our Company

UK/Branding is an experienced brandstrategy and communications agency.

We create and implement brandingprogrammes that maximise brand andproduct awareness. We offer a portfolioof services from strategic consultancy

to full service implementation.Our integrated systems gives ourclients total control over every aspectof a programmes development.

Our experienced teams work in part-nership with specialist resources tocreate cohesive branding solutions.


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UK/BRANDING

Brand Healthcheck:Our Team

Philip Morley

Philip specialises in Brand Positioningand the Evaluation of Brand and Marketingprogrammes. His experience rangesacross the full spectrum, from consumergoods, pharmaceuticals, business-to-business, to institutions and governments.

Experience with O&M Hong Kongand then Creative Director with DDBNeedham Worldwide led to him advisingmajor clients both UK and Internationally.

Paul Weber

Paul is responsible for all strategic brandingand design issues. His experiences onboth the branding and communicationsside at both creative and manageriallevels allow him to provide clients witha unique approach and understanding oftheir needs. Paul has worked on Brandand Product launches with

Air Miles, Simoco, Little Chef andProvident Financial.

Vandy Massey

Her work is focused on the managementof information to deliver maximum valueto individuals and organisations, usingperformance tools allowing measurementof brand perception. Her consultancy MSAInteractive offers a worldclass service in

developing and supporting on-lineperformance tools, designed to optimisethe performance of the people who makeyour business work. She has built up aclient base that includes a number ofglobal organisations as well as localtrainers and consultants.


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UK/BRANDING

Brand Healthcheck:Our Services

We provide our clients with total strategy,creative and production resources, inte-grating and controlling each stage withintelligentproject and client management.

Brand Strategy:

-Research programme-Brand & Visual audit (review)-Brand positioning (analysis)-Name generation-Legal searches and Name registration

Brand Identity:

-Design concept and Implementation-Guidelines production-Ongoing situation assessment


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UK/BRANDING

Brand Healthcheck:Our Experience

Consumer

Audi Air Miles Travel Promotions Anglian Railways APU (Anglian Polytechnic University)BrotherBlacks Leisure

CanonGranada Group plcInstitute of PetroleumMacleansPerkins Foods plcToni & Guy InternationalUniversity College London

VW

B2B

Advance InternationalBritish Pipline AgencyBurke E Porter (Redgrid)CIP (Construction Industry Publications)Episys GroupInstitute of Petroleum

Kier GroupSimoco (Philips Mobile Radio)Securicor 3net


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UK/BRANDING

For more information pleasecall us on 44(0) 1763 208663

Send an email>Browse our website>Browse our projects>
mailto:[email protected]://www.ukbranding.com/http://www.ukbranding.com/projects_overview.htmhttp://www.ukbranding.com/projects_overview.htmhttp://www.ukbranding.com/mailto:[email protected]

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