So, by way of an update on brand health measurement… We have gone from quarterly traditional reports to monthly ones, and have challenged our agency to come up with a real-time online solution going forward. Moving to a 100% online poll-type questionnaire is not as simple as it seems when you’re working in a marketContinue reading “Online Brand measurement”
Tag Archives: BEI
Brand performance and bridging the digital divide
When you work in emerging markets for a few years, you lose track of the type of measurements that one is accustomed to in more mature markets. Brand health is one such measure. For years I have used Neilsen/ Millward Brown/ Ipsos methodology that spits out a Brand Equity Index with the quarterly variance ofContinue reading “Brand performance and bridging the digital divide”
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