Marketing
Research

How Brand Health data can be used to improve marketing?

A consumer goods brand that had been a category leader for over 2 decades was suddenly buffeted by competition. The brand's communication had been a consistent mix of functional and emotional messages, but the competition aggressively used its inputs and pricing to grab market share. Pricing adjustments and consumer promotions partly improved the situation, but the company also felt that, to regain its market position, it needed to understand how consumers felt about its brand imagery.

To do so, RainMan created an architecture that linked sales with mind measures (top of mind awareness, spontaneous awareness, brand consideration levels, etc.) and then linked those mind measures with brand imagery. It showed which mind measures best increased sales, and then suggested imagery and media metrics that could best optimize sales. We then applied this architecture to an extensive amount of consumer brand track data, using factor analysis to avoid redundancy.

Multivariate regression analysis estimate relationships between sales with mind measures and mind measure with imagery statements and, finally, the relationship with TARPs. RainMan's marketing domain and modelling expertise helped in identifying the right imagery drivers of consideration.

The brand was relaunched using the modelling results. The outcome was 12% improvement in the sales, which continue to grow. The brand team continues to monitor the relevant variables out of consumer track research, keeping the brand healthy and enhancing media ROI.