Marketing Strategy Research

Context and Scope:

The Client engaged The Smart cube to assess the brand health of one of the world’s biggest pop stars, in order to determine the reason behind this individual’s falling album sales. The data used for the analysis was a combination of online survey data as well as qualitative inputs derived from a range of online sources.

TSC Approach:

The Smart Cube identified key parameters forming the metrics for brand health assessment and analyzed key trends in various brand health metrics for the pop star. The key metrics were compared with the star’s competitors – artists in the same genre. This result was correlated with the star’s album sales and respondents perception of the album vis-à-vis the artist

Deliverable:

A final report was prepared based on a detailed evaluation of key brand health metrics such as brand familiarity, brand favorability, brand dominance, brand quality, differentiation, functionality and future. These metrics were analyzed for the star as well as other artists in the same genre.