Track Brand Awareness and Equity

One of the largest mutual insurance companies in the U.S. and their agency sought to understand their brand awareness, perceptions, and competitive positioning. Prior brand benchmarks had been established a few years prior, but a new assessment was warranted.

APPROACH

W5 developed a strategically focused brand health and perceptions questionnaire and fielded a survey with several respondents, including targeted professionals in specific industries. These included transportation, dealerships, plastics, metalworking, food processing, retail/distribution, electronic component manufacturing, and printing—requiring focused strategies for sampling and survey engagement.

RESULTS

W5 provided statistically reliable and up-to-date insights around the client’s brand health, but also new information on target professionals’ decision-making priorities and processes. Detailed data at the total level and by industry were provided to help the client determine which markets were best for strategic focus. Additionally, feedback on the client’s advertising campaign helped the agency focus and refine tactics for future branding and messaging.