Case Study
Business Issue
A multinational technology company was looking to redesign its global brand tracking program to better align with the needs of its business and key stakeholders. The company had previously employed several methodologies and vendors over the previous nine years and was dissatisfied with stagnant results.
The goal was to create a best-in-class global measurement program that would inform and shape the company’s brand strategy through the provision of simple, timely, and actionable insights that could be tied to business outcomes.
Custom Approach
Radius Tech designed a series of annual brand tracking studies focused individually on two key stakeholder groups: B2B decision-makers and consumers.
- Geographic coverage: U.S., Canada, Brazil, U.K., France, Germany, Australia, China, India, and Japan
- Sample source: Third-party online panels
- Audience: 7,000 B2B decision-makers and 8,000 consumers
- Cadence: Each brand tracking study fields twice a year, with Radius Tech delivering 20+ trended, comprehensive reports each wave
Growth Outcome
The brand equity research provided the client with a single framework for evaluating brand health across numerous product categories. It explored both rational and emotional contributors to core brands within the client’s key business units and generated a foundational understanding of the company’s corporate brand transition — informing the relationship between corporate and family brands.
Goal metrics based on historical performance allowed the client to guide internal stakeholders with statistically valid targets at both global and country levels. Customized analyses of brand engagement also led to a deeper understanding of how the brand was perceived within a competitive context through ongoing brand equity research.
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