Brand Health Tracking (BHT)
Client: Corporation Obolon
After conducting the baseline study the MCG team proceeded with a classic brand health tracking (BHT) study.
The design of this research includes a series of conceptual blocks and indicators that can be quantitatively measured:
- Awareness and consumption
- Brand consideration
- Brand strength
- Brand image
- Communication
- Awareness and branding of advertising videos (TV/Digital)
- Awareness and branding of KV (OOH/Digital)
- In-store activations
Research Procedure
The BHT sample was built based on the results of the baseline study and included quotas by gender, age, and city of residence. The survey was conducted using an online questionnaire (CAWI) among regular beer consumers. Respondents were recruited through cold outreach, targeted advertising on social media, and the snowball method. This approach allowed for engaging diverse target audiences.Results
Through this study, the client clearly and unambiguously determined the positioning of their brands in Ukraine's competitive beer market based on key indicators such as brand awareness, choice, preferences, negative perception, communication and advertising effectiveness, slogan perception, and reputation. These findings complemented and expanded on the data obtained during the baseline study while also testing tools for further brand health monitoring.