Brand Evaluator
DOWNLOAD
BRAND SERVICES OVERVIEW (PDF - 192 KB)
Bancography's Brand Evaluator, a quantitative research
program, gauges the institution's brand strength and penetration in a market. At a cost less than traditional sampling surveys,
the Brand Evaluator provides the drivers of effective marketing by
measuring five essential areas:
- Top-of-mind awareness
- Market share
- Competitive differentiation
- Loyalty
- Brand positioning
Findings from the Brand Evaluator will allow the institution to evaluate its marketing efforts,
monitor consumer behavior and assess the effectiveness of its brand positioning.
Methods:
- Bancography will conduct 400 random digit dial consumer interviews per market.
- Bancography will conduct 100 additional interviews from the client's customer base.
- Interview will last two minutes.
- Bancography will mask the survey sponsorship.
Survey Instrument:
- Top of mind awareness: When you think of financial institutions in your area, which one comes to mind first?
- Market share: Which one financial institution do you deal with most; that is, the one you consider your primary financial institution?
- Competitive differentiation: Why do you use PRIMARY as your primary financial institution instead of another institution?
- Loyalty: How likely are you to recommend PRIMARY to a friend or business associate?
- Brand positioning: What comes to mind when you think of client name?
Pricing:
Estimated project cost for one consumer market:
Sample purchase: $350
Data collection: $4,750
Project management & analysis: $3,500
Total estimated project cost: $8,600
For more information, contact us at (205) 251-6227 or info@bancography.com.
|
