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The Challenge
To create a brand measurement/brand scorecard for the New
Holland brand. A key challenge was to measure understanding
of key brand messages – not just brand recall – pre and post a
national brand awareness advertising and promotional campaign
The Approach
- Interviews with New Holland senior management, a selection of
dealers and the agency developing the brand awareness campaign
- Defined the key brand messages for brand awareness
measurement
- Developed a framework for the brand awareness brand
scorecard
- Participated in communications forum with the agency to ensure
key messages were incorporated in the planned communications
program
- Prepared brief for a quantitative research program among
targeted farming cropping groups
- Brand awareness scorecard implemented 2004
The Outcome/Benefits
- Brand awareness scorecard.
- Provided clarity of key positioning messages
- Provided the benchmark for evaluating the corporate
communications program.
“We are feeling very confident with this project. You
have done a terrific job of understanding our Brand in a short
time.” – Kate Holloway, Marketing Manager. |
