Brand Health Monitoring Studies:

A brand is eternal only if nutured well. Brand health monitoring studies help in providing early indications of the future health of the brand-irrespective of the age – newly launched or a well-established brand.

Tracking study are conducted over a long period with pre determined intervals to repeatedly evaluate brand performance to measure improvements or decline in the market. The tracking is done at two levels

• Consumer Level
• Employee Level (using “Hawk Eye”)

LEVEL 1 – CONSUMER LEVEL

Generally these studies are conducted among the regular users of the category under consideration.

COMPREHENSIVE BRAND TRACKING STUDY COULD INCLUDE

• Consumption and purchase habits of the product category
• Awareness and trial of the brand under consideration
• Motivators for the trial and Satisfaction with the brand
• Purchase Intent of the brand
• Position of the brand relative to its competitors
• Advertising awareness and impact of ads
• Image of the brand

LEVEL 2 – EMPLOYEE LEVEL

No longer are products the differentiator of the brand. Service together with product results in the consumer experience with any brand. While Product quality is often controlled well, Service quality depends a lot on our employees representing the brand. Health of the brand is monitored at employee level using our comprehensive model “Hawk Eye”.

“Hawk Eye” is an observation study where a person is sent into a business location to act in the role of a customer to evaluate the performance of an employee representing the brand.

“Hawk Eye” evaluates the performance of the brand through measuring the performance of a range of employees who are the customer touch points for the brand.

“HAWK EYE” DELIVERS

• Critical sales incidences
• Key areas of improvement in customer contact
• Brand/Image indications which can be used to leverage Strengths of the brand

Using this multi level comprehensive analysis our model gives you unbiased picture of brand performance.