Partners Launch Brand Analysis Tool

In the US, B2B marcoms agency Godfrey and market research agency Decision Analyst have partnered to launch a tool to help clients assess the strength of their company's brand relative to their competitors.

The new B-to-B Brand Equity Analyzer (BEA) uses advanced analytics and modeling to simulate various business decisions, such as product pricing changes or new service offerings, so companies can see the impact of these actions on brand equity vis-à-vis competitors.

BEA provides measurements across all phases of the buying process, grouped by:

• Exposure - awareness, familiarity and purchasing
• Affinity - interest, satisfaction and recommendation
• Preference - favorite brands, loyalty and explanations of 'why did I'/'why would I buy'.

Curt Hitchcock, Godfrey EVP and lead on the branding initiative explained: 'This is not a quick-fix or general 'awareness' study. Rather, it's a strategic research tool that yields information and insights worthy of C-suite attention and can make brand management more accountable and measurable.'

Decision Analyst specialises in ad testing, strategy research, new product development, and advanced modeling. The firms are online at www.godfrey.com and www.decisionanalyst.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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