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Case Study — International Brand Tracking
Challenge
An international brand operating in North America, Europe and Asia required reliable consumer feedback that could be used to help develop marketing, television and sponsorship strategies at the national (head office), country and territory levels.
Charlton’s Approach
Charlton designed a multi year, multi country brand tracking study and reporting structure that generated statistically significant results and provided meaningful and actionable insights at territory, country and national levels. Furthermore, focus groups were conducted in all markets to provide deeper insight into the drivers of consumer behaviour and attitudes.
The Results
National Head Office Functional and Regional Territory Managers gained objective insight into the state of their brand in each country in terms of consumer behaviour, brand perceptions and competitive set. Charlton worked closely with Managers to interpret the insights within local context and recommended appropriate strategies for brand positioning and brand leverage within each market.
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