Understanding the effect of marketing communications on brand perceptions

An energy company wanted to understand the effect of its corporate campaigns on key tracked consumer metrics such as spontaneous awareness, brand perceptions and a series of image statements geared toward measuring the 'environmental' image of the brand.

In line with the recent growth in corporate and social responsibility, a major multinatonal energy company invests in a range of communications aimed at raising awareness and perceptions of its brand through its sustainable energy policies. Whilst such an investment is not aimed at boosting sales of its core energy products, the energy company nonetheless needed a way of measuring the success of its corporate campaigns.

Business Science developed a series of statistical models aimed at establishing a correlation between the key metrics and spend on the different media elements of the corporate campaign, a measure of the brand's public relations presence and any major news events that had taken place over the past two years. Given the multinational footprint of the brand, these models were developed for a number of markets across the globe, selected on the basis that they would be representative of the wider markets the energy company operate in.

THE RESULT

The results of the modelling have given the energy company a much deeper view of the factors which most strongly influence the performance of key consumer metrics. They can now understand what communications channels they can leverage to improve metric performance. The modelling forms the basis of setting performance targets for corporate spend in subsequent years, and as a means of setting budgets for the different markets the energy company operates in.