Brand health assessment methodology for improving the company's marketing communications
The article presents the author's methodology for automating the process of assessing brand recognition, including compiling a questionnaire in Google Forms according to certain criteria, creating a converter of the received Google Tables data into Excel tables for further visualization and processing. The basis of the methodology is the allocation of three categories of brands: "Top of mind" – the first named brand by the respondent without prompting, "spontaneous knowledge" – the remaining two or three named brands, "induced knowledge" – brands selected from the list. The sample of the study was 210 respondents. The survey was conducted in November 2022 on the territory of the Tambov region. Regional linking is an important component, as it takes into account the realities of marketing communication in a particular territory. As a consequence, the practical significance of the study maximizes the collection of information in the region. The top 3 most recognizable car brands without a hint were BMW, Mersedes, Toyota. The Lada brand took 4th place, and Audi only fifth
Tolstyakov, R. R., Borzyh, O. Yu. (2023), ―Brand health assessment methodology for improving the company's marketing communications‖, Research Result. Business and Service Technologies, 9 (1), pp. 144-153, DOI: 10.18413/2408-9346-2023-9-1-1-3
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