Brand health is like physical health – it requires ongoing attention and the sooner you identify issues, the easier it is to mitigate damage.
To minimise the risk of your brand being marginalized, we recommend a brand check-up by an objective 3rd party at least bi-annually. For larger clients, or clients in rapidly changing markets, we recommend assessing brand health annually.
Measuring how an audience perceives a brand offers an insight relevant to one specific moment in time. Measurements taken at regular intervals, however, quickly establishes trends and enables informed action.
At DPR&Co, we partner with firms such as IPSOS, Kantar and Gartner who specialise in longitudinally tracking brand health metrics. IPSOS can track an entire segment to report competitor brand metrics against your own. The variables tested include: