It is very important to regularly monitor the health of the brand and monitor key performance indicators of communication with the consumer. This will allow you to anticipate possible negative results, and be able to resist this before it hurts sales. Tracking brand health provides invaluable information about what level brand positioning has reached, how competitors are perceived, and how consumers are loyal to brands.

The general purpose of this study is to assess the brand’s position in relation to competitors and identify the strengths of the brand and in particular to obtain the following indicators:

• brand awareness and level of awareness
• consumption experience
• repertoire of consumption
• loyalty
• intention to buy in the future, or rejection
• switching and cross consumption
• brand image
• advantages and disadvantages through the eyes of consumers
• effectiveness of advertising campaigns
• impact of advertising communications on the brand image

High sales are not always an indicator of a strong brand. Similarly, a strong brand is often, but not always, associated with high sales. Several brands can be considered strong enough if they are not highly exposed to external influences or unwanted competition.

Agency experience

The brand health research conducted by DE FACTO Agency is based on the experience and methodology of leading research agencies. We have taken the most effective tools and indicators that are likely to reflect the situation on the market.  We have adapted some of them for the conditions of studying the market and consumers in Uzbekistan.

The research developed by the Agency’s specialists is based on the experience of conducting similar studies for more than 40 types of goods and services. In total, the specialists of our Agency conducted more than 500 similar studies.