Understanding Brand Performance for a Building Solutions company

The client wanted to understand the core customer targets of their UK brands and they wanted to compare the brand performance of their brands. They needed this information to create clarity about the Brand performance and make customer based decisions. The stakeholder was the global brand communications manager for one of the brands within the Group's brand portfolio. It was their role to strengthen the brand via a range of digital communication tools.

2Europe set up both qualitative and quantitative nationwide research studies for both the client-owned brands and competitor brands. We conducted rich-qualitative and robust-quantitative research to understand brand sentiment, experiences and perceptions.

The local company management team was delighted by the research because of its richness and its clarity. Often, research can lead to more questions than answers. Here the outcome was extremely clear and can initiate a range of customer based strategic decisions.

The client refined their brand portfolio, amalgamating brands under one banner. This simplified their portfolio, whilst also transferring positive sentiments from one brand to another, thus improving the overall equity of the portfolio and improving customer experience. It has resulted in improved sales, better performance and happier stakeholders.