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To improve growth Tags brand Health marketing indicators read later favorites 0 Zip Carlos Puig Falco President of Branward, brand consultancy. Follow Author Brands, like living beings, have different life cycles. They start out exciting and promising, go into a growth phase, plateau, and then begin to lose relevance until, perhaps, they die. That is why it is a good idea to monitor them over time. Good health is a guarantee of achieving consumer preference, it directly affects sales, obtaining and retaining the best talent and, ultimately, growth. Measuring your health allows you to obtain a 360º vision of the brand in the market, taking into account consumers and competitors.
For this it is necessary to isolate certain elements, measure them and see their relationship with the business strategy. Some studies show that the healthiest brands receive twice as much spending from consumers as those with poor health. When consumers are asked to make a list of Gmail Email List strong and healthy brands, we find that 15 brands account for 50% of the total mentions. But the notoriety of a brand is not directly linked to its health. Investing heavily in advertising is not a valid formula for building a brand. We know that it is not what they say but what they do, their behavior is really important today. Customer satisfaction, on the other hand, is a strong indicator of the health of a brand.
And what are the health indicators of a brand? 5 key elements stand out, each one from its own perspective and that together allow a diagnosis: Leadership Measures the perception of the brand in multiple points of contact. It answers the question Do consumers see the brand as capable of satisfying their needs now and in the future? Commitment Measures the vulnerability of the brand, its weak points, the reluctance of consumers. What is holding back brand engagement? Attractive What is the map of positive associations with the brand. What drives customers and prospects to the brand? Distinction Measures perceived relevance, how you stand out from your competitors.