Brand Health

Angus Reid Strategies' unique Brand+ approach to branding research involves measuring brand health and emotional connections, uncovering the attributes that drive choice, and providing insights into how to strengthen and differentiate your brand.

Branding is about Relationships

Branding is about the relationship your targets have with your offer. It's been said that "a brand is a collection of perceptions in the mind of the consumer". In other words, your brand is what people think of your product or service.

As consumers get to know a brand, their relationship with it develops from a fledgling awareness to a deep connection to its unique and compelling benefits. The most successful marketers help customers form deep and powerful positive emotional bonds with their product.

Measuring Brand Health & Uncovering Opportunities

The strongest brands are well and uniformly understood, have a distinct image and are powerfully and distinctively associated with attributes that drive choice in their category.  So that's what we measure with our unique and proprietary Brand Assessment Measures (BAM).

There are four BAM measures: Knowledge, Uniformity, Originality and Power---the fundamentals of brand health.

ARS' approach to measuring these aspects of brand health is unique, because our BAM measures are derived from analyses of people's responses to the full set of brand attributes. There is no need to add additional questions or to use a set of standardized items. BAM scores can be calculated from any set of brand ratings (even from your old brand trackers) and can be compared across markets, tracked over time and evaluated in light of our norms.

Let our BAM scores transform the insights you receive from brand tracking data.

For further information on BAM scores, see our case study