the challenge

Our client needed a clear picture of how brand awareness and perceptions differed across the countries where it operated. It also wanted benchmarks that could support growth planning, set tangible goals, and help evaluate the effectiveness of marketing efforts over time.

our approach​

• Started with a comprehensive Brand Awareness and Perceptions Study in the client’s largest market, the United States.
• Expanded the work to eight additional countries across Asia, Europe, Africa, and South America, measuring the client and key competitors.
• Added secondary research on regional, gender, and generational characteristics to interpret differences and nuances within each market.  

the impact

The studies established aided and unaided awareness benchmarks for the client and key competitors and identified the markets and audience segments with the strongest growth opportunities.

The client prioritized expansion based on the findings, tailored initiatives and messaging by country and audience, and used the benchmarks as KPIs to evaluate awareness-building efforts and determine where tactics needed to change.