Brand Image Report Example

The Brand Keys approach to the brand image report is a four step process where each step provides a different set of planning data.

Below are extracts from a body lotion brand image report example that show each of the steps and the type of information provided.

Step 1: Brand Equity metrics for the Ideal brand in category.

In this step the brand image report provides three pieces of information about the ideal brand in the specific category.

1. The attributes, benefits and values of the brand are grouped into four key drivers.
2. The percentage impact of each key driver on the purchase decision.
3. The level of customer expectation of each key diver.

Step 2: Brand Equity for you and your competitors

The second group of information in the brand image report example compares your specific brand and your competitors brands to the ideal brand in category. This provides invaluable and directly actionable information on the best way to out manoeuvre your competitors identifying their weaknesses and your strengths.

Step 3: Brand to Media consonance.

This step of the brand image report example determines the brand to media consonance of your brand in context with the media or sponsorship vehicles that you have selected. This is key in determining the best media buying approach for your brand.

This information clearly shows the most effective (and most detracting) media options for your brand.

Step 4: Advertising Return on Investment

Lastly the advertising return on investment is calculated using the brand equity indices and media planning data to determine the most effective media planning approach for your brand.