The Brand Strength Monitor DIY
The “brand” is one of the largest assets that a company owns and yet its value is monitored less often than a small piece of factory equipment or a computer server, if at all. This puts marketing and finance teams at a disadvantage for assessing investments in the brand.
We have developed an inexpensive, independently verified monitoring process that cures this problem. Advertising Research Copy Testing Advertising Tracking
THE BRAND STRENGTH MONITOR DIY
is Game Changing
The Brand Strength Monitor DIY is a game changing deliverable of MSW CC Brand Preference™ measure, an established, trusted, and independently validated measure of brand value. It is the ONLY independently validated measure of brand value available. The Brand Strength Monitor captures all the brands in your category and isolates brand strength by holding everything else in the actual buying experience – price, promotion, shelf position, etc. – constant.
We are entering a new era of marketing accountability in which Marketers are stepping up, mastering and applying the science of measurement and process management to the art of marketing. As MASB (the Marketing Accountability and Standards Board) has stated, this is an era in which “a fundamental shift will drive consistent growth with improved methods for measuring, forecasting and improving the effectiveness of marketing activities and a narrowing of the gap between marketing efforts and financial outcomes.”
MSW Research has been a proud participant in MASB’s efforts to serve as an independent governing body for the marketing and finance interests in the industry. We were very pleased that our patented measure of Brand Preference has been independently reviewed and deemed an exemplar measure by MASB and verified for use within their Brand Investment and Valuation Model. In fact, ours is the ONLY measure that has been so qualified and verified by this independent and highly respected organization.
In order to gain this distinction the MSW CC Brand Preference Metric had to meet the MASB Marketing Metric Audit Protocol (MMAP) and the 10 characteristics cited of an “Ideal Metric”, which stipulate that the measure must be:
1. Relevant
2. Predictive
3. Objective
4. Calibrated
5. Reliable
6. Sensitive
7. Simple
8. Causal
9. Transparent
10. Quality Assured
The MSW Brand Preference measure has been widely available for many years within our research techniques. Now we have taken our approach to Brand Preference and launched The Brand Strength Monitor, a game-changing deliverable of this established, trusted and independently validated measure of brand value.
The Brand Strength Monitor is
a continuous tracking
of all brands in you category
an online dashboard
that allows clients to view brand strength data for all the brands in their category and export their data in excel for use in their programs
an affordable solution
that allows clients to view brand strength data for all the brands in their category and export their data in excel for use in their programs
The Brand Strength Monitor methodology isolates brand strength by holding everything else in the actual buying experience – price, promotion, shelf position, etc. – constant.
