Leveraging BrandMonitor™ to Manage the Equity of a Nation’s Brand

CHALLENGE

The National Tourism Organization of an emerging tourism destination required a scientific framework to help track performance of its national brand and proactively intervene. The key source markets of the destination were spread across continents and the client had a government mandate to improve the market share amongst competitive destinations, inform its marketing initiatives across target markets as well as monitor the efficacy of its efforts.

APPROACH

BrandMonitor™ is Grail’s well-tested, holistic brand tracking solution that has been used to measure and monitor the health of 100+ global brands. We began by defining the key tracking indicators to establish and monitor the equity of the tourism brand. The solution included measures related to the journey of the brand and both tangible as well as intangible attributes that define the brand. Grail has been tri-annually conducting the tracking study, leveraging a robust survey instrument, collecting nuanced and targeted sample across nearly 20 source markets, across the world. The survey is underpinned by robust data collection and quality control methods, helping release accurate data-points through the life of the tracking study. BrandMonitorTM has an automated analytics engine that drives insights through survey data and creates 10,000+ slides covering brand performance in each of the source markets.  The study outcomes and insights are also embedded in an online interactive dashboard, providing dynamic ability to conduct meaningful assessments.

RESULTS

BrandMonitorTM is core to this client’s marketing performance measurement and strategic planning. It has continually provided meaningful insights related to the performance of the brand vis-à-vis competition, across the source markets, as well as the efficacy of the client’s efforts in the source markets. The framework feeds into targeted marketing activities and return on investment assessment for the target markets.