BrandFOCUS

BrandFOCUS is a standardised tool that measures brand development and performance based on a variety of modules used and the competitive environment, and presents these results in an appropriate form for decision-making.

The following BrandFOCUS modules are available:

• AD MONITOR => Brand-aided advertising awareness
• BRAND MONITOR => Spontaneous brand awareness
• Aided brand awareness
• USAGE MONITOR => Product/brand use
• IMAGE MONITOR => Brand profile/images
• SATISFACTION MONITOR => Level of satisfaction

These can be used to answer the following questions:

• How large a budget is needed to achieve x% awareness?
• How effective is continuous vs. occasional advertising?
• What advertising is needed to get the message across?
• What is my advertising performance relative to the industry, relevant set, total market? (benchmarking)
• Which measures provide the greatest increase in awareness?
• What if the questions above are applied to key target groups?