Brand awareness testing for apparel brand
Industry
Clothing
Geographical coverage
Poland
Client type
Retailer
Client's need
The owner of one of the biggest women apparel retail chains mandated PMR to run a project aimed at identifying the brand awareness level in comparison with its direct competition. As the client was also interested in having a context of changes over time we proposed to extend the project and execute measurements in regular time intervals.
Our deliverables
To be able to provide our client with broad brand awareness analysis, PMR executed research on a representative sample of adult women in Poland in 5 phases with intervals throughout 24 months period.
After every project edition client obtained detailed report presenting level of brand recognition compared to its major direct competitors. It also outlined differences in brand awareness between average respondent and the one from client’s target group. For better trend capturing every report was supplemented with aggregated historical results context.
Value for the client
Client received complex analysis of brand awareness level of apparel brand both on general statistical sample and in precisely defined target group. As the project was executed in regular interval client was able to observe own brand awareness dynamics, changes within analyzed brands basket and link it with marketing and communications to measure its efficiency.
