brand Case Study
Improving Brand Favorability
The Client's Situation
After experiencing negative publicity, our client suffered significant backlash from consumers and needed direction on what to communicate to the marketplace (via above the line advertising), as well as a mechanism to track their progress.
At the time, our client had an on-going brand health tracker in place, but was not receiving the insights required to address the business issue.
Our client’s existing tracker reflected declining brand impression, as well as diminished trends across all attributes evaluated as a result of a halo effect from the negative publicity.