Rising Issue: Our client has made significant investments in brand ambassadors and marketing communication for their logistics business. However, after one year, there is uncertainty about how these initiatives have affected their brand equity. Evaluating and understanding this impact is crucial to optimize future marketing strategies and ensure a positive return on investment.
Collaboration Objective: This project aims to assess our client’s brand equity through an in-depth brand health research initiative. The objective is to understand the correlation between brand equity and the investments made, specifically focusing on the impact of brand ambassadors and marketing communication costs over the year.
What We Do: We conducted a thorough analysis of brand health and conversion metrics, from awareness to advocacy. This involved measuring the impact of investments and marketing initiatives by evaluating customer perceptions and recall abilities. This comprehensive evaluation provided insights into the effectiveness of various strategies in shaping brand equity.
Strategic Impact: The findings revealed that the investments in brand ambassadors and marketing communication did have a positive impact. However, the scale of the effect was not proportionate to the size of the investment made. This collaboration enabled our client to streamline their marketing campaigns, emphasizing efficiency by focusing on initiatives that yielded the most significant positive results.
