Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Healthcheck:
The scientific way to measure
your brand equity
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
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.
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
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, this difference has been
immeasurable and down to a matter
of opinion
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
How much are All brands need to keep abreast of
what they are doing right and wrong,
you loved? 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, clients, staff and
suppliers may think otherwise.
Or may think you have other
strengthsYou may, therefore, being
investing in strengths that are
perceived as weaknesses - for the
want of proof
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
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
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Introducing the There needed to be a way of doing
impartial research into brand perception
opinion remover that showed differences of opinion in
an impartial fashion
There needed to be a way to allow
the research candidates do the talk-
ing, instead of the people running the
research groups
Brand perception needed to be
measured in as scientific way as other,
less emotional matters
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Where we started We took ‘brand’ apart and separated
it into components that we could
examine separately, using delving
questions
We found a tried and tested technology,
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 - proven engine,
different destination
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
The psychology behind Using a technique we call Brand X-
Ray, we unpacked all the components of
the questions we ask 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 any-
body, without specialist knowledge
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
The output Although the subject matter is based
on emotional matters, 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 - and things to be
proud of - can be easily seen
Responses to particular questions
can be seen in detail
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Characteristics Personality
�
Overall of your brand
perception by stakeholders �
Emotional � Proposition
Benefit
�
Rational Social
Benefit Image
Self Image
Client: BPA Developed by MSA n Manager 1: Ineffective / Not demonstrated
Date: 20.05.05 Interactive Ltd n Employee 2: Needs development
Ref: BPA1001 n Customer 3: Effective /4: Superior /5: Exceptional
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Characteristics 4.0
Overall of your brand
perception by all stakeholders 3.5
3.0
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importance
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2.5
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2.0 �� �� ��
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1.5
1.0
1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Performance
Client: BPA Developed by MSA Top Right: Strengths
Date: 20.05.05 Interactive Ltd Top Left Priorities for action
Ref: BPA1001 Bottom Right Supporting strengths
Bottom Left Long term development
Brand Healthcheck Brand Characteristics: Longer term development needs UK/BRANDING
Evaluation and Positioning
Client: BPA Developed by MSA
Date: 20.05.05 Interactive Ltd
Ref: BPA1001
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Profile 5.0
4.5
Overall of your brand
perception by stakeholders 4.0
3.8
3.5
Average rating
3.0
3.0
2.8
2.5
2.0
1.5
1.0
0.5
0.0
Brand profile
Client: BPA Developed by MSA n Manager
Date: 20.05.05 Interactive Ltd n Employee
Ref: BPA1001 n Customer
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Attributes 5.0
4.5
Comparison of brand
perception by attributes 4.0
3.5
3.3
3.3
3.2
Average rating
3.0
3.1
3.0
3.0
2.9
2.9
2.8
2.8
2.7
2.7
2.5
2.6
2.6
2.5
2.5
2.4
2.4
2.0
1.5
1.0
0.5
0.0
Personality Emotional Rational Self Image Social Proposition
Benefit Benefit Image
Client: BPA Developed by MSA n Manager
Date: 20.05.05 Interactive Ltd n Employee
Ref: BPA1001 n Customer
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Negatives
Q) List up to 3 things about this brand you think should change
m Arrogant
m More accountable
m More aggressive
m More connected
m More dependable
m More innovation
m More organised
m More organised
m More organised
m More pro-active
m More proffessional
m More Solid
m More urgency
m Not approachable
m Not pro-active
m The MD is wrong for us. He just gives off the wrong image
m They send rude emails about selling more
m They’re always doing loads of ads - they should spend money getting more staff to help with enquiries
Client: BPA Developed by MSA
Date: 20.05.05 Interactive Ltd
Ref: BPA1001
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Comments
Q) General comments.
m Exciting brand with potential needs to work on management skills and organistation
m Good sold company, need some input with managemtn and technical innvovation
m Great company, crap managers
m Technically very good with excellent expeirience but unapproachable and cold
m Very good product, crap sales people and communiucations
Client: BPA Developed by MSA
Date: 20.05.05 Interactive Ltd
Ref: BPA1001
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Healthcheck: UK/Branding is an experienced brand
strategy and communications agency.
Our Company
We create and implement branding
programme’s that maximise brand and
product awareness. We offer a portfolio
of services from strategic consultancy
to full service implementation.
Our integrated systems gives our
clients total control over every aspect
of a programme’s development.
Our experienced teams work in part-
nership with specialist resources to
create cohesive branding solutions.
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Healthcheck: Philip Morley Vandy Massey
Our Team Philip specialises in Brand Positioning Her work is focused on the management
and the Evaluation of Brand and Marketing of information to deliver maximum value
programmes. His experience ranges to individuals and organisations, using
across the full spectrum, from consumer performance tools allowing measurement
goods, pharmaceuticals, business-to- of brand perception. Her consultancy MSA
business, to institutions and governments. Interactive offers a worldclass service in
Experience with O&M Hong Kong developing and supporting on-line
and then Creative Director with DDB performance tools, designed to optimise
Needham Worldwide led to him advising the performance of the people who make
major clients both UK and Internationally. your business work. She has built up a
client base that includes a number of
Paul Weber global organisations as well as local
trainers and consultants.
Paul is responsible for all strategic branding
and design issues. 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. Paul has worked on Brand
and Product launches with
Air Miles, Simoco, Little Chef and
Provident Financial.
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Healthcheck: We provide our clients with total strategy,
creative and production resources, inte-
Our Services grating and controlling each stage with
intelligent
project 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
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Healthcheck: Consumer B2B
Our Experience Audi Advance International
Air Miles Travel Promotions British Pipline Agency
Anglian Railways Burke E Porter (Redgrid)
APU (Anglian Polytechnic University) CIP (Construction Industry Publications)
Brother Episys Group
Blacks Leisure Institute of Petroleum
Canon Kier Group
Granada Group plc Simoco (Philips Mobile Radio)
Institute of Petroleum Securicor 3net
Macleans
Perkins Foods plc
Toni & Guy International
University College London
VW
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
For more information please
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