Brand Vitality Tracking (BVT®) monitors the course of a brand’s health and vitality, as well as the effectiveness of brand management activities and other consumer touchpoints, from three perspectives:
Monitors trends and impacts of a wide variety of brand levers and consumer touchpoints.
Uses key performance indicators (KPIs); those metrics that underlie and represent the key elements of brand health and vitality.
Helps guide brand management activities by identifying potential issues that may be eroding your brand’s health as well as opportunities to differentiate and strengthen your brand’s health.
BVT is based on GfK’s market-validated brand health model—a proven measurement approach that identifies the causes and consequences of brand health. The model also details where and how brand management activities can build the health of a brand. Key performance indicators are fully customized to the dynamics of your brand and your marketplace, providing the insight you need to identify the specific marketing actions required to strengthen your brand’s health and your position in the market.
Your brand is benchmarked against its current competitive set as well as historical performance of brands in comparable categories, providing perspective on how well it is currently performing, in addition to how well the brand should be performing.
For clients wanting an ROI perspective, KPIs can also be linked directly to in-market measures, such as sales, to providea clear, market-validated relationship between brand health measures and actual brand buying behavior.
For more information, contact us today.