How is my brand performing versus the competition?
I just spent a huge budget on our online campaign, what's the ROI on that?
Links short-term advertising budgets and marketing activities to medium and long-term impact on the Markov Share (probability share of brand preference).
Monitors changes and trends in the brand's key performance attributes.
Measures effectiveness of media spend and activities in the context of competition.
Evaluates AP activities on brand perception.
Brand Equity & Advertising Monitor (BEAM™)
Brand Equity & Advertising Monitor (BEAM™) determines the effectiveness of a brand's past marketing activities and predicts the potential market share - which is the 'real potential' of the brand.
It tracks and benchmarks brand equities together with competitors' and market activities.