Brand awareness in competitive environment

STARTING POSITION:

International construction company consolidating a number of successful brands in the field of heat insulation, facade insulation systems, spackling paste and some other products regularly studies level of awareness and consumption of their products among professionals. Considering Russia as one of the most promising markets the company decided to carry out such study on the Russian market and chose MAR Consult for that purpose.

MAIN ISSUES OF THE STUDY:

• nTA awareness about the brand (first mentioned brand, prompted and unprompted brand awareness)

• nAssociation of the company with a product or specific field of activity

• nImage of the brand and its attributes

• nBrand loyalty Satisfaction with the brands

• nAttitude to the company in general and to its specific parameters (price, quality, technical specifications etc.)

CARRYING OUT OF THE STUDY

During the study representatives of main sectors of construction market (architect bureaus, distributors, construction companies and brigades, developers) were interviewed. Total sample size included over 1000 telephone interviews in all federal districts.

RESULT

As the result of this study the company received all required information for more precise targeting of its communication policy aimed at professionals. Also indicators for determination of «zero point» in level of awareness and consumption, evaluation of main brands attributes were received. In the course of continuous monitoring of these indicators the company will receive opportunity to track and adjust parameters of brand health.