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.3%
81 .3%
5.9%3.2%
5.8%
3.6%
Brand Monitoring Against Key Indicators
.8%
71%
11 . 1%6%
8.8%
2.3%
.5%
10.8%
5.7%
4.1%
2.4%
76.4%
Performance Area 3
Brands 1 2 3 4 5 6
Performance Area 1 Performance Area 2
Brand Performance PlatformTM
Establishing strategic clarity that moves businesses forward.
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Data informed brand building.
Brand Performance PlatformTM
BrandingBusiness is a brand strategy agency that specializes in building transformational, evidence-based brands to drive business, deliver growth, and enhance market value.
Since 1994 we have helped clients worldwide achieve breakthrough business success with brand strategies built on rigorous data, courageous ideas and immaculately executed, world-class creative work.
Our proprietary research methodology, the Brand Performance PlatformTM , is engineered specifically to benchmark, quantify, position and manage B2B brands in line with the company’s strategic direction. Measurement programs need to support KPI goals.
The Brand Performance PlatformTM cuts through operational and market complexity, establishes strategic clarity and articulates powerful brand opportunities that take the guesswork out of brand building and marketing decision-making to move businesses forward.
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Why we built it.
B2B companies are searching for new ways to differentiate in markets crowded with equally viable alternatives.
CMOs and executives must rethink how value gets created and delivered to customers. This is a difficult task complicated by resource constraints, quarterly pressures and business complexities.
BRANDS TODAY
Differentiation
Resource Constraints
Manage Personal Business Risk
Technology Platforms
Internet of Things
Mobility
Social Platforms
Shifting Demographics
Mobility, social media and emerging technologies are commoditizing industries, revolutionizing products,
transforming competition and changing how B2B brands interact with customers,
affecting ROI of sales and marketing activities.
ForcesChallenges
Marketing ROI
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BR
AN
D P
ER
FO
RM
AN
CE
LeadershipRelationship
Impact
Forces
BRANDS TODAY
TIME
Challenges
Model Dimensions
Differentiation
Resource Constraints
Marketing ROI
Manage Personal Business Risk
Benchmarking Brand Attribute Assessment
Market Mapping & Segmentation
Performance Monitoring
Technology PlatformsInternet of Things
MobilitySocial Platforms
Shifting Demographics
Distinction ValueGrowth
Brand distinction, driving growth and enhanced value.
1 2 3 4
IMPROVED B2BPERFORMANCE
BRAND
Brand Performance PlatformTM
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A research methodology built specifically for B2B brands.
The Brand Performance Platform TM provides a fact-based approach to measurement. Tailored to the needs of B2B brands, it works within a framework that measures brand strength in the marketplace and the extent to which it delivers business results.
It supports the organization by identifying the levers that will set the brand on a growth trajectory.
Levers for growing a B2B brand are different
from those for B2C brands
Priorities, impact and investment requirements
may be different
B2B customers are focused on performance more than
personal and emotional factors
Brands deliver to the bottom line.
The measurement needs to support their reason for existence
“Trust in the relationship”
is more pronounced in B2B markets versus simple,
positive perceptions
Programs need to support planning activities,
setting priorities and managing performance outcomes
B2B brands tend to focus on demand generation versus awareness and “feel good” attributes
Measurement programs need to support KPI goals
Engineered for B2B Brands
Informs Actions
DrivesBusiness Results
Brand Performance PlatformTM
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Comprised 100% of real market data, the platform is unlike other brand assessment systems. It does not employ any “consultative opinion” or other highly subjective elements. It is truly the “voice of the customer” with regard to the competitive strength of the brands studied.
Science. Not guesswork.
The Brand Performance PlatformTM
is an integrated set of research tools that supercharge B2B brand performance.
The Brand Performance PlatformTM captures the critical components that distinguish powerful B2B
brands and offers a framework for supporting the brand in its role of delivering business value.
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The Brand Performance Platform TM offers a research continuum for aligning brands with business goals by competitively benchmarking your brand, identifying drivers of choice, pinpointing actionable brand positioning strategies against growth-market segments, and monitoring and managing brand performance against key indicators.
The comprehensive platform for building B2B brands.
Relative Brand Performance Against Key AttributesCustomers — US
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Percentage Agree :
Key Attribute Importance
1 .49
2 .48
3 .48
4 .46
5 .45
6 .45
7 .43
8 .43
9 .42
10 .42
11 .42
12 .42
13 .40
14 .40
15 .38
Softlayer Datapipe CSC Rackspace Client Brand
0%
97% 95%
80%
40%44%
25%
48%
58%
44%
70%75%
51%
Brand Performance Index
Brand 1 Brand 2 Brand 3
Vectors
Impact
Relationship
BPI
Leadership
Identification of Dynamic Positioning Opportunities
Client Brand
Competitor A
Competitor B
Competitor E
Competitor D
Competitor C
Core Competencies
ValueInnovation
Leadership
1Segment
4Segment 2
Segment
3Segment
.3%81.3% 5.9%
3.2%5.8%
3.6%
Brand Monitoring Against Key Indicators
.8%
71%
11.1%6%
8.8%2.3%
.5%
10.8%
5.7%
4.1%2.4%
76.4%
Performance Area 3
Brands 1 2 3 4 5 6
Performance Area 1Performance Area 2
Step 1Benchmark Current Brand Performance
Step 2Identify Unseen Opportunities for Growth
Step 3Define Data-Based Positioning Strategy
Step 4Monitor the Impact of New Brand Strategy
Benchmarking Brand Attribute Assessment Market Mapping & Segmentation Performance Monitoring
Demonstration Demonstration Demonstration Demonstration
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Proven.
The Brand Performance PlatformTM
has been validated across industry verticals and utilized to build and monitor some of the world’s strongest brands.
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Contact UsLocations
California1 WrigleyIrvine CA 92618
New York42 West 39th Street6th FloorNew York NY 10018
Contact Phone(949) 273-6330