Measuring the effectiveness of the communication strategy by using the brand score technique – a conceptual study

Abstract

Purpose

The aim of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purpose of the study.

Design/methodology/approach

One hundred twenty respondents participated in the study of brands in dish washing category. A survey was conducted to test the brand score and to see if communication effectiveness impacts the brand score of extensions.

Findings

The report finds that brand score is an indicator of how effective a brand is. Higher brand equity help in getting better acceptance in brand extensions of a new market and results of brand scores confirms the same. There should be clear distinguish between the brand as a whole and its sub-brands and extensions so that it may have a differential approach to each sub-brand and extensions.

Research limitations/implications

This study conducted across the metro cities may represent different cultures. However, it may not represent the Tier 2 cities including the rural population. However, with the penetration of such goods sweeping in to these markets, it will be interesting to explore if similar strategy clicks with these consumers. The paper lacks of theoretical support in depth due to conceptual in nature.

Practical implications

Application of brand scorecard would be useful for the managers to conduct analysis of brand mapping score in reference to brand strategy vs others. The brand score tools help in measuring the impact on various markets drivers’ measures on ten parameters on the performance of brands.

Originality/value

Brand score is a new concept, as there is paucity of similar research. Brand score analysis and mapping of a brand plays a major role in measuring the performance of brand in the market. This research will improve the effectiveness of communication in marketing.

Citation

Srivastava, R. (2015), "Measuring the effectiveness of the communication strategy by using the brand score technique – a conceptual study", Journal of Asia Business Studies, Vol. 9 No. 2, pp. 133-146. https://doi.org/10.1108/JABS-07-2014-0051