Brand Strategy
GfK TARGET®POSITIONING delivers information on image aspects that build customer preferences, including strategic market positioning and brand strength factors.
It also identifies brand-specific, strengths of your own and competitor brands, to provide you with real actionable approaches to the positioning of your brand(s), assess whether, and how, the images of competitive brands influence each other, and provide tips on future positioning and communications strategies for target groups.
The focus is on the following questions:
GfK's BASS (Brand Assessment System) measures brand strength.
BASS evaluates the psychological and behaviour-oriented brand strength by linking panel data with a validated measure of (psychological) brand attractiveness. This allows you to establish your economic brand success with the help of market shares, buyer loyalty measures and the achieved price premium. Additionally, the reasons for brand success can be explained by the measured brand attractiveness (surveyed through customer questioning) and future brand developments can be forecasted.
As well as measuring brand strength, a further goal of BASS is the evaluation of the effectiveness and efficiency of your marketing mix activities; detecting the impacts of individual marketing activities on brand success and thereby deducing an optimum allocation of the budget for marketing investments.
It also identifies brand-specific, strengths of your own and competitor brands, to provide you with real actionable approaches to the positioning of your brand(s), assess whether, and how, the images of competitive brands influence each other, and provide tips on future positioning and communications strategies for target groups.
The focus is on the following questions:
- How strong is my brand compared to the competition?
- What do I have to do to protect and increase my brand capital?
- What core values does my brand embody?
- What are the central success factors with which I can successfully position my brand?
- What additional psychological benefits must my brand carry?
- How can I keep customers loyal to my brand long-term?
- What potential does my brand offer for the future?
- How should I structure my communications so that it is not just creative but also sells?
GfK's BASS (Brand Assessment System) measures brand strength.
BASS evaluates the psychological and behaviour-oriented brand strength by linking panel data with a validated measure of (psychological) brand attractiveness. This allows you to establish your economic brand success with the help of market shares, buyer loyalty measures and the achieved price premium. Additionally, the reasons for brand success can be explained by the measured brand attractiveness (surveyed through customer questioning) and future brand developments can be forecasted.
As well as measuring brand strength, a further goal of BASS is the evaluation of the effectiveness and efficiency of your marketing mix activities; detecting the impacts of individual marketing activities on brand success and thereby deducing an optimum allocation of the budget for marketing investments.
