Brand Healthcheck Evaluation and Positioning

UK/BRANDING

Brand Healthcheck: The scientific way to measure your brand equity

Brand Healthcheck Evaluation and Positioning

UK/BRANDING

We are all unique, original, different from everyone else, we all have our own idenity that defines who we are. Your brand should say who you are, what you do and how you do it. Your brand should be driven by your customers, to understand how you need to talk to them.

this difference has been immeasurable and down to a matter of opinion .Brand Healthcheck Evaluation and Positioning UK/BRANDING Perception is everything Your brand = what people say about you when you leave the room Positioning = the battle to create the right mental image or perception in the mind of the consumer The difference between what ‘you’ perceive and what ‘they’ perceive can destroy your brand and cost you money Until now.

for the want of proof . to avoid ignoring the consumers’ needs No brand is perfect and there is always room for improvementYou may believe that your brand has strengths Your consumers.Brand Healthcheck Evaluation and Positioning UK/BRANDING How much are you loved? All brands need to keep abreast of what they are doing right and wrong. clients. therefore. Or may think you have other strengthsYou may. being investing in strengths that are perceived as weaknesses . staff and suppliers may think otherwise.

Brand Healthcheck Evaluation and Positioning UK/BRANDING Measuring perception The moment you start asking. you get opinions Research is great but it tends to look at one side of the fence at a time Problems arise from differences of opinion Traditional research produces data which you then have to analyse to make sense of it Perception is a difficult subject to research in the traditional way .

less emotional matters . instead of the people running the research groups Brand perception needed to be measured in as scientific way as other.Brand Healthcheck Evaluation and Positioning UK/BRANDING Introducing the opinion remover There needed to be a way of doing impartial research into brand perception that showed differences of opinion in an impartial fashion There needed to be a way to allow the research candidates do the talking.

used to power Management Training and HR 360 analysis (for clients like Reuters and The Guardian) We re-engineered the technology to handle our new methodology using software experts in Cambridge The result . using delving questions We found a tried and tested technology.Brand Healthcheck Evaluation and Positioning UK/BRANDING Where we started We took ‘brand’ apart and separated it into components that we could examine separately.proven engine. different destination .

Brand Healthcheck Evaluation and Positioning UK/BRANDING The psychology behind the questions we ask Using a technique we call Brand XRay. we unpacked all the components of a brand and compared each with a human characteristic Our questions relate in some way to human characteristics. so each one can be easily understood by anybody. without specialist knowledge .

can be easily seen Responses to particular questions can be seen in detail .and things to be proud of . all the results are scientific in format Charts give a clear visual explanation of the research findings Differences of opinion are seen in sharp focusThe gaps between various perception are obvious Problem areas .Brand Healthcheck Evaluation and Positioning UK/BRANDING The output Although the subject matter is based on emotional matters.

05.Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Characteristics Overall of your brand perception by stakeholders Personality � � Emotional Benefit � � � Proposition Rational Benefit Social Image Self Image Client: BPA Date: 20.05 Ref: BPA1001 Developed by MSA Interactive Ltd n Manager n Employee n Customer 1: Ineffective / Not demonstrated 2: Needs development 3: Effective /4: Superior /5: Exceptional .

Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Characteristics Overall of your brand perception by all stakeholders 4.05 Ref: BPA1001 Developed by MSA Interactive Ltd Top Right: Top Left Bottom Right Bottom Left Strengths Priorities for action Supporting strengths Long term development .0 2.5 3.0 importance �� �� �� �� �� �� �� �� �� �� �� 2.5 4.0 1.0 1.5 1.5 3.5 �� �� �� �� �� �� �� �� �� �� �� �� �� �� 2.05.0 4.0 Performance 3.5 5.0 Client: BPA Date: 20.0 3.0 �� �� �� �� �� �� �� �� �� �� �� �� �� 1.5 2.

05 Ref: BPA1001 Developed by MSA Interactive Ltd .Brand Healthcheck Evaluation and Positioning Brand Characteristics: Longer term development needs UK/BRANDING Client: BPA Date: 20.05.

05 Ref: BPA1001 Developed by MSA Interactive Ltd n Manager n Employee n Customer .0 4.0 0.8 3.5 3.5 0.5 1.0 3.Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Profile Overall of your brand perception by stakeholders Average rating 5.0 2.5 2.5 4.0 1.8 Brand profile Client: BPA Date: 20.05.0 3.0 2.

4 Self Image Social Image Proposition Client: BPA Date: 20.4 Personality Emotional Benefit Rational Benefit 2.9 2.0 3.0 4.3 3.0 1.8 2.5 2.5 3.5 0.0 2.6 2.1 3.05 Ref: BPA1001 Developed by MSA Interactive Ltd n Manager n Employee n Customer .0 3.05.9 3.2 2.5 4.0 2.8 2.5 1.0 0.6 2.5 3.0 2.3 Average rating 3.7 2.Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Attributes Comparison of brand perception by attributes 5.5 2.7 2.

He just gives off the wrong image They send rude emails about selling more They’re always doing loads of ads .Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Negatives Q) List up to 3 things about this brand you think should change m m m m m m m m m m m m m m m m m m Arrogant More accountable More aggressive More connected More dependable More innovation More organised More organised More organised More pro-active More proffessional More Solid More urgency Not approachable Not pro-active The MD is wrong for us.05.05 Ref: BPA1001 Developed by MSA Interactive Ltd .they should spend money getting more staff to help with enquiries Client: BPA Date: 20.

crap managers Technically very good with excellent expeirience but unapproachable and cold Very good product. need some input with managemtn and technical innvovation Great company.Brand Healthcheck Evaluation and Positioning UK/BRANDING Comments Q) General comments.05 Ref: BPA1001 Developed by MSA Interactive Ltd . m m m m m Exciting brand with potential needs to work on management skills and organistation Good sold company. crap sales people and communiucations Client: BPA Date: 20.05.

Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Healthcheck: Our Company UK/Branding is an experienced brand strategy and communications agency. Our integrated systems gives our clients total control over every aspect of a programme’s development. We create and implement branding programme’s that maximise brand and product awareness. Our experienced teams work in partnership with specialist resources to create cohesive branding solutions. . We offer a portfolio of services from strategic consultancy to full service implementation.

She has built up a client base that includes a number of global organisations as well as local trainers and consultants. designed to optimise the performance of the people who make your business work. Paul has worked on Brand and Product launches with Air Miles. pharmaceuticals. business-tobusiness. Paul Weber Paul is responsible for all strategic branding and design issues. to institutions and governments. Experience with O&M Hong Kong and then Creative Director with DDB Needham Worldwide led to him advising major clients both UK and Internationally. Simoco. using performance tools allowing measurement of brand perception. Her consultancy MSA Interactive offers a worldclass service in developing and supporting on-line performance tools. . His experience ranges across the full spectrum. His experiences on both the branding and communications side at both creative and managerial levels allow him to provide clients with a unique approach and understanding of their needs.Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Healthcheck: Our Team Philip Morley Philip specialises in Brand Positioning and the Evaluation of Brand and Marketing programmes. from consumer goods. Little Chef and Provident Financial. Vandy Massey Her work is focused on the management of information to deliver maximum value to individuals and organisations.

creative and production resources. integrating and controlling each stage with intelligent project and client management.Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Healthcheck: Our Services We provide our clients with total strategy. 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 .

Brand Healthcheck Evaluation and Positioning UK/BRANDING Brand Healthcheck: Our Experience Consumer Audi Air Miles Travel Promotions Anglian Railways APU (Anglian Polytechnic University) Brother Blacks Leisure Canon Granada Group plc Institute of Petroleum Macleans Perkins Foods plc Toni & Guy International University College London VW B2B Advance International British Pipline Agency Burke E Porter (Redgrid) CIP (Construction Industry Publications) Episys Group Institute of Petroleum Kier Group Simoco (Philips Mobile Radio) Securicor 3net .

Brand Healthcheck Evaluation and Positioning UK/BRANDING For more information please call us on 44(0) 1763 208663 Send an email> Browse our website> Browse our projects> .