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.3%

81 .3%

5.9%3.2%

5.8%

3.6%

Brand Monitoring Against Key Indicators

.8%

71%

11 . 1%6%

8.8%

2.3%

.5%

10.8%

5.7%

4.1%

2.4%

76.4%

Performance Area 3

Brands 1 2 3 4 5 6

Performance Area 1 Performance Area 2

Brand Performance PlatformTM

Establishing strategic clarity that moves businesses forward.

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Data informed brand building.

Brand Performance PlatformTM

BrandingBusiness is a brand strategy agency that specializes in building transformational, evidence-based brands to drive business, deliver growth, and enhance market value.

Since 1994 we have helped clients worldwide achieve breakthrough business success with brand strategies built on rigorous data, courageous ideas and immaculately executed, world-class creative work.

Our proprietary research methodology, the Brand Performance PlatformTM , is engineered specifically to benchmark, quantify, position and manage B2B brands in line with the company’s strategic direction. Measurement programs need to support KPI goals.

The Brand Performance PlatformTM cuts through operational and market complexity, establishes strategic clarity and articulates powerful brand opportunities that take the guesswork out of brand building and marketing decision-making to move businesses forward.

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Why we built it.

B2B companies are searching for new ways to differentiate in markets crowded with equally viable alternatives.

CMOs and executives must rethink how value gets created and delivered to customers. This is a difficult task complicated by resource constraints, quarterly pressures and business complexities.

BRANDS TODAY

Differentiation

Resource Constraints

Manage Personal Business Risk

Technology Platforms

Internet of Things

Mobility

Social Platforms

Shifting Demographics

Mobility, social media and emerging technologies are commoditizing industries, revolutionizing products,

transforming competition and changing how B2B brands interact with customers,

affecting ROI of sales and marketing activities.

ForcesChallenges

Marketing ROI

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BR

AN

D P

ER

FO

RM

AN

CE

LeadershipRelationship

Impact

Forces

BRANDS TODAY

TIME

Challenges

Model Dimensions

Differentiation

Resource Constraints

Marketing ROI

Manage Personal Business Risk

Benchmarking Brand Attribute Assessment

Market Mapping & Segmentation

Performance Monitoring

Technology PlatformsInternet of Things

MobilitySocial Platforms

Shifting Demographics

Distinction ValueGrowth

Brand distinction, driving growth and enhanced value.

1 2 3 4

IMPROVED B2BPERFORMANCE

BRAND

Brand Performance PlatformTM

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A research methodology built specifically for B2B brands.

The Brand Performance Platform TM provides a fact-based approach to measurement. Tailored to the needs of B2B brands, it works within a framework that measures brand strength in the marketplace and the extent to which it delivers business results.

It supports the organization by identifying the levers that will set the brand on a growth trajectory.

Levers for growing a B2B brand are different

from those for B2C brands

Priorities, impact and investment requirements

may be different

B2B customers are focused on performance more than

personal and emotional factors

Brands deliver to the bottom line.

The measurement needs to support their reason for existence

“Trust in the relationship”

is more pronounced in B2B markets versus simple,

positive perceptions

Programs need to support planning activities,

setting priorities and managing performance outcomes

B2B brands tend to focus on demand generation versus awareness and “feel good” attributes

Measurement programs need to support KPI goals

Engineered for B2B Brands

Informs Actions

DrivesBusiness Results

Brand Performance PlatformTM

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Comprised 100% of real market data, the platform is unlike other brand assessment systems. It does not employ any “consultative opinion” or other highly subjective elements. It is truly the “voice of the customer” with regard to the competitive strength of the brands studied. 

Science. Not guesswork.

The Brand Performance PlatformTM

is an integrated set of research tools that supercharge B2B brand performance.

The Brand Performance PlatformTM captures the critical components that distinguish powerful B2B

brands and offers a framework for supporting the brand in its role of delivering business value.

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The Brand Performance Platform TM offers a research continuum for aligning brands with business goals by competitively benchmarking your brand, identifying drivers of choice, pinpointing actionable brand positioning strategies against growth-market segments, and monitoring and managing brand performance against key indicators.

The comprehensive platform for building B2B brands.

Relative Brand Performance Against Key AttributesCustomers — US

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Percentage Agree :

Key Attribute Importance

1 .49

2 .48

3 .48

4 .46

5 .45

6 .45

7 .43

8 .43

9 .42

10 .42

11 .42

12 .42

13 .40

14 .40

15 .38

Softlayer Datapipe CSC Rackspace Client Brand

0%

97% 95%

80%

40%44%

25%

48%

58%

44%

70%75%

51%

Brand Performance Index

Brand 1 Brand 2 Brand 3

Vectors

Impact

Relationship

BPI

Leadership

Identification of Dynamic Positioning Opportunities

Client Brand

Competitor A

Competitor B

Competitor E

Competitor D

Competitor C

Core Competencies

ValueInnovation

Leadership

1Segment

4Segment 2

Segment

3Segment

.3%81.3% 5.9%

3.2%5.8%

3.6%

Brand Monitoring Against Key Indicators

.8%

71%

11.1%6%

8.8%2.3%

.5%

10.8%

5.7%

4.1%2.4%

76.4%

Performance Area 3

Brands 1 2 3 4 5 6

Performance Area 1Performance Area 2

Step 1Benchmark Current Brand Performance

Step 2Identify Unseen Opportunities for Growth

Step 3Define Data-Based Positioning Strategy

Step 4Monitor the Impact of New Brand Strategy

Benchmarking Brand Attribute Assessment Market Mapping & Segmentation Performance Monitoring

Demonstration Demonstration Demonstration Demonstration

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Proven.

The Brand Performance PlatformTM

has been validated across industry verticals and utilized to build and monitor some of the world’s strongest brands.

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Contact UsLocations

California1 WrigleyIrvine CA 92618

New York42 West 39th Street6th FloorNew York NY 10018

Contact Phone(949) 273-6330