GfK launches brand measurement tool

GERMANY – Market research business GfK has developed a framework for brand measurement that aims to link consumer attitudes and buying behaviour.

Shopping bags mystery shopping_crop

GfK Brand Architect attempts to replicate how consumers chose brands by observing customers in multiple, realistic brand buying scenarios to understand the factors they consider, purchase intent and willingness to pay a premium for one product over another.

The brand performance is then measured through GfK’s Brand Strength Index. A higher score on the index demonstrates that a brand can attract more customers and charge a higher price premium than lower scores and correlates with the company’s market share.

Gonzalo Garcia Villanueva, global chief marketing officer (CMO) at GfK, said: “CMOs must question whether their products and communications are generating a brand premium and what is the optimal amount they should spend on brand-building.

“Only then will they truly understand the economics of their brand and prove return on investment.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts