Brand Health/ Equity/ Key Performance Indicators
Key Performance Indicators are essential for Brand Management; but need to be confirmed or derived from an holistic understanding of the brand. Measures of awareness/ penetration/ loyalty/ attitudes and even consumption, need to be sensitive to the market and to the brand targets. S.D. Research use a bespoke approach whereby a base study identifies the key drivers that will be tracked in the knowledge that they are good and effective measures. We would normally build from qualitative understanding into an extensive base study with segmentation.