Setting the Benchmark for Brand Health

case study

Panasonic New Zealand

Panasonic is a global electronics and appliance brand. Whilst they are well established in the New Zealand marketplace in their key categories, they were keen to understand their competitive position in other product categories in order to guide their product and sales strategy.

THE BRIEF

Research Discovery

To establish an on-demand brand health tracker to identify awareness and engagement levels across Panasonic key categories in New Zealand, particularly pre and post advertising campaigns.
To understand purchasing behaviour, including key drivers, of those looking to buy electronics and appliances.
To gauge Panasonic’s competitive position and reputation in the market.

Insights Exchange – Our Approach

Insights Exchange assigned one of our electronics and technology research specialists to provide category expertise. We facilitated a 15-minute online survey of electronics shoppers focusing on decision makers who have bought from the category in the last 12 months, or were planning to purchase in the next 6 months.

THE SOLUTION

Outputs

Insights Exchange helped to set Panasonic up for success by:

Helping understand their competitive positioning across key brand health metrics to be used as KPIs that can be tracked over time.
Recommendations to assist Panasonic craft their communications against the perceptions that will have the biggest impact in improving their brand strength.
Evaluating Panasonic’s marketing campaign performance and areas of optimisation for future campaigns.

“We engaged Insights Exchange to track changes in our brand health, awareness and market positioning in response to new marketing and brand activity campaigns. Gaining a deeper understanding of our overall brand perception in the New Zealand market was also a key objective for us. The insights we gained from the research gave us the data and evidence we needed to make key decisions for our future marketing and communications strategy.”

Leanne Kumar, Marketing Manager, Panasonic New Zealand

Setting the Benchmark for Brand Health

Panasonic New Zealand

THE BRIEF

THE SOLUTION

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