Aberdeen Group is a UK-based global investment company offering investment platforms, financial planning and asset management solutions.
CHALLENGE
Aberdeen undertook a significant rebrand which consolidated 5 brands into one. The rebrand was large in scale and reach requiring extensive activation to support it.
It was crucial that the business monitor and track the progress of the brand from launch, developing a clear understanding of its progress and impact on customers and the market alike.
Boxclever established an on-going brand health research programme with mass and high affluent audiences to measure evolving brand perceptions towards Abderdeen in the context of competitors in order to help the business maximise brand effectiveness and optimise the ROI from brand building investment.
SOLUTION
The brand health programme provides Aberdeen with regular insight on the impact of marketing activity on evolving brand perceptions.
The insight is used to guide strategic decisions on brand strategy and marketing activity with the aim of influencing mass/high affluent target audiences in terms of activation.
A wider sample of the general population is also used to identify future growth audiences.
OUTCOME
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