Measuring the effectiveness of the communication strategy by using Brand Score Technique - a practitioner Study

Abstract

Purpose

The purpose 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 purposes of the study.

Design/methodology/approach

In the study of brands, 120 respondents participated 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 helps in getting better acceptance in brand extensions of a new market, and the results of brand scores confirm the same. They should be clearly distinguished 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. Our study confirms the usage in brand extension study by applying brand score parameters as an effective tool for measuring communication strategy. Brand score parameters have been tried earlier by Srivastava (2004, 2009 and 2013).

Research limitations/implications

This study, conducted across the metro cities, may represent different cultures. However, it may not represent the Tier 2 and below population, 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 is conceptual in nature. Therefore, this paper lacks in-depth theoretical support because it is conceptual in nature and more of a practitioner paper.

Practical implications

Application of brand scorecard would be useful for the managers to conduct analysis of brand mapping score, in reference to brand strategy, versus others. The brand score tools help in measuring the impact of various market drivers’ measures on ten parameters on the performance of brands. A study of brand scores of a brand extension of competing brands will give direction to communication strategy in comparison to competitors. Managers can calculate the brand scores on a six-monthly or yearly basis to study the impact of their brand strategy to get better insight on the effectiveness. It can also give new directions on developing brand strategy. Lifebuoy changed their brand strategy, based on their brand score matrix, from germicidal effect to total protection against infection among children through handwash usage strategy approach.

Originality/value

Brand score is a new concept because there is a paucity of similar research (Srivastava, 2013). Brand score analysis and mapping of a brand play a major role in measuring the performance of brand in the market. This research finding will improve the effectiveness of communication in marketing. The approach of using the brand score technique for measurement of strategy is new to brand extension and will give directions and ways to improve the effectiveness. Application of the brand score in the brand extension is the first approach to give direction on strategy.

Citation

Srivastava, R. (2016), "Measuring the effectiveness of the communication strategy by using Brand Score Technique - a practitioner Study", Measuring Business Excellence, Vol. 20 No. 3, pp. 26-41. https://doi.org/10.1108/MBE-07-2014-0025