01
Client context
The brand invested heavily in media but had no consistent way to measure its effect on brand strength.
02
Business challenge
Marketing decisions relied on sales data, which was influenced by distribution and pricing.
03
Research objective & questions
Establish a brand health baseline and a tracking programme that links perceptions to marketing activity.
- How do awareness, consideration and preference compare with competitors?
- Which image attributes drive consideration?
- How do campaigns change perceptions over time?
- Where does the brand lose consumers in the funnel?
04
Methodology & approach
- Brand health survey
- Funnel and imagery measurement.
- Driver modelling
- Attributes linked to consideration.
- Tracking waves
- Quarterly measurement.
- Campaign diagnostics
- Recall and message take-out.
05
Sample & geography
- ~2,000 respondents per wave
- Geography — India (multi-region)
06
Key findings
- High awareness did not translate into consideration among premium buyers.
- After-sales service perceptions drove consideration more than features.
- Campaign recall was strong, but key messages were not remembered.
- Regional differences reflected service network coverage.
07
Business implications
- Shift messaging toward service and reliability.
- Strengthen service network communication in weak regions.
- Refine campaign creative for message clarity.
08
Outcome
The brand received a tracking framework, baseline and quarterly dashboard design.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.