Hanover Research：2022年品牌健康度测量指南（中译版）（16页）.pdf

1、GUIDE TO BRAND HEALTH MEASUREMENTLearn how to use brand health insights to engage customers,optimize products,and grow market share.2 2022 Hanover ResearchCORWP0722INTRODUCTIONYOUR COMPANYS BRAND HAS A POWERFUL IMPACT ON ITS SUCCESS.Strong brands command higher prices,boast reduced customer acquisit

2、ion costs,and enjoy lower customer churn.But conditions in todays market mean that brands have to work harder to maintain their brand strength.Supply chain shortages and market inflation have tested buyers patience and loyalties.In fact,we found that nearly half were willing to switch brands or prod

3、ucts.The result?Brand health measurement has never been more critical.Building and maintaining a powerful brand requires time,investment,and,above all,data.Thats why more than four out of five companies have done brand health measurement research in the past year.Brand insights is also the fastest g

4、rowing market research focus,with companies planning to increase their investment in brand research by 18%next year.By identifying strengths and weaknesses,this research empowers businesses to seize opportunities,get ahead of risks,and outshine their competitors.In this guide,well walk you through t

5、he core components of brand health measurement and include insight from a survey of more than 300 business leaders on how they measure brand health.You will learn:How poor brand health can harm your company How brand measurement can be incorporated to support business goals How to develop a holistic

6、 framework for measuring brand health When to measure your brands health Which metrics to measure for an in-depth view of brand healthof consumers are open to trying new brands(n=363-510)44%of customers spend more money on brands to which they feel loyal(Fundera)43%of B2B buyers say their preferred