In our fast-moving society, consumers and their perceptions are subject to constant change. This makes it all the more important to have a clear picture of how the public perceives your brand's reputation.
With our GIM Brand Performance Measurement (BPM) tracking tool, we help you to continuously measure your brand's performance and understand the underlying factors that contribute to it.
Application areas of GIM BPM brand tracking
At the centre of GIM BPM is the holistic measurement of overall brand performance, not just individual measures. This allows us to comprehensively evaluate marketing objectives and gain a deeper understanding of the interactions between the brand funnel and brand perception.
We build our BPM studies on a modular basis so that additional topics and parameters, such as perceived brand communication or media utilisation, can be easily integrated.
Core areas of performance measurement
Our BPM tool focuses on two key aspects for evaluating marketing efficiency.
1) Brand funnel analysis: Here we look at the various stages of the brand funnel - from brand awareness to utilisation. In addition to the absolute number of consumers at each stage, we also focus on the conversion rates, i.e. the proportion of people who progress from one stage to the next.
2) Brand image analysis: In this area, we measure the image of the brand on various dimensions and relate it to the brand funnel. Here we analyse which image dimensions are decisive for the transitions between the various funnel stages.
Your contact
We will gladly advise you.
Andrea Knorn
Corporate Director
Caroline Reimann
Senior Research Director