Unlock the power of your brand to drive business results
Consumers are constantly exposed to brand messaging and other stimuli and so their purchase decision represents the combination of both emotional and rational aspects. Therefore, it is essential to understand all the factors that make a consumer prefer one brand over another. GfK’s new brand framework helped us do exactly this. Using the approach, we understood better how purchase decisions were made, and in particular how and why consumers switch between brands. GfK Brand Architect gave us new insights and it helped us develop more personalized experiences that better engage with our customers, and ultimately, help create their lifetime value for Nespresso.Graciela BastidaCRM Manager at Nespresso México
GfK’s Brand Health Tracker help us to understand our brand strengths and opportunities compared to the competition, but more than it, it has given us clear action steps to improve our brands. For me, it offers a great combination of identifying the strategic long-term projects that we need to tackle – as well as quick wins. The team at GfK is both highly professional and reliable. The presentations given to our country teams were on point, perfectly communicating complex topics and methodologies.Marion HoheneckerInternational Marketing Manager, GoodMills Group
Last year, we took the challenge to change provider and go with the GfK Brand Architect framework for our multi-country brand tracker. We wanted to re-establish the basis as our previous approach didn't really work for the 14 countries we are covering as part of our brand research program.Prior to the delivery to the countries, we worked closely with GfK to make tangible and relevant business recommendations. Feedback from the countries has been very positive; they trust and feel confident about the results they receive from GfK Brand Architect. The evidence is that they're using the insights, which for me is one of the biggest achievements.Giulia RussoSenior Brand Manager, Angelini Pharma
Make brand decisions that add value
By linking insights from multiple data sources, and combining these insights with human expertise, we help you better understand the economics of your brand, and tie it back to market performance.
Our team has a collective 100+ years of experience in data science, technology, and brand research who are working together to push the boundaries and innovate on the way brand is tracked, measured, and acted upon. And, for over 85 years, we’ve been a trusted partner to some of the world’s biggest and most innovative brands to help solve mission-critical questions on consumers, markets, brands and media.
Proving the value of your brand-building efforts, and honing them to precision, has never been easier. With comprehensive brand evaluation tools, frameworks, and services, we help you identify:
- Which products and communications are generating a brand premium
- The optimal amount to spend on brand-building for the best return on investment
- Which brand attributes contribute to higher and repeated spend
- Which channels contribute to your core brand KPIs
Make data-driven decisions with confidence — equipped with everything you need to connect consumer perceptions with sales reality.
Building brand brillianceChar-Broil measures and manages brand health and performance using sales tracking intelligence and ad-hoc studies