BASS (Brand Asessment System)
The Brand ASsessment System (BASS) is GfK’s brand tracking tool which is based on the philosophy to provide brand management with an informative basis on brand performance measurement using a detailed and meaningful brand evaluation.
BASS allows a holistic and thorough evaluation of the psychological and behaviour-oriented brand strength by linking panel data with a validated measure of (psychological) brand attractiveness. Thus brand management is able to establish the economic brand success with the help of market shares, buyer loyalty measures and the achieved price premium. Additionally, the reasons for brand success can be explained by the measured brand attractiveness which is surveyed in the customer questioning and furthermore, future brand developments can be forecasted.
Alongside the measure of brand strength a further goal of BASS is the evaluation of the effectiveness and efficiency of the implemented marketing mix activities. By employing the evaluation procedure of the causal analysis the impacts of individual marketing activities on brand success are detected. On the basis of these information indications for an optimum allocation of the budget for marketing investments are deduced.
The relevant Criteria for the evaluation of the effectiveness and efficiency of the marketing mix are the above mentioned psychological and behaviour-oriented attributes of brand success as well as the current positioning.
Dr. Oliver Hupp
Tel. +49 911 395-2702
Fax +49 911 395-3415
oliver.hupp@gfk.com