Brand Survey To Determine Brand Equity And Competitive Analysis

Use a Brand Survey to Measure the Strength of Your Brand and Differentiate From Your Competition

Overview:

Premera Blue Cross, a large regional health insurance carrier in Washington and Alaska, sought an ongoing awareness and brand health research program.

Challenge

Ensure maintenance of competitive advantages while assessing relative weaknesses of the brand. Determine the most impactful marketing messages and assess advertising effectiveness.

Approach

A brand survey research measurement program conducted at regular intervals, examining current brand position in the marketplace, tracking the health of the brand against competitors and understanding the role and effect of advertising and communications.

Outcome

These essential research results help Premera maintain their leadership position by providing ongoing measurement of their key brand health metrics. Premera continuously refines its nimble marketing strategy by leveraging both the deep reservoir of past data and observing changes over time.