Case Study – Market Research Audit
Stripping down the existing brand equity program with developing brand tracking „light“ versions
Global FMCG company
Local markets (tier 2 & 3) were dropped from the global programs for budget reasons. They couldn’t afford the full-fledged brand equity tracking programs. But they needed to understand brand equity for local marketing initiatives, as they were completely lacking Brand image assessments to strategically improve communication towards growth of their market shares.