A lot of people visit this site on the search term “brand audit”. Even with the miracles of Google analytics it isn’t always possible to tell who they are and what they are looking for. If you came here searching on “brand audit” or you are a brand owner interested in “buzz tracking”, here is a short scratch sheet on how you can use companies like ours to analyse the competitive DNA of your brand. Market Sentinel answers the following questions:

Who are the stakeholders in my brand? The partners, customers, regulators who have an opinion about it? Which of them talk about it, with what degrees of authority? What words do they use? How can I address them? Change the climate of opinion?

How do my customers rate my brand? What aspects of it do they particularly like, and which do they particularly dislike? Which characteristics of the brand are key to my customers recommending it to one another? How does my brand compare to other brands?

What is new here is the ability to answer these questions using reliable, tried and trusted mathematical techniques. What is new is the ability to reliably benchmark one brand against another, and to do so repeatedly. Market Sentinel performs this kind of analysis for Avis, Intuit, GSK, Rio Tinto, BP, Hyundai … It can be applied in any industry sector, or to any brand large or small. Our customers are in corporate communications, e-commerce, word of mouth marketing, customer service and market research.

Set up times vary, but you can get expect to get actionable data within two-four weeks.

This entry was posted on Tuesday, October 24th, 2006 at 4:06 am and is filed under measuring online authority, benchmarking brands, net promoters, brand audit, Reputation management, Market Sentinel. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.