On-going tracking to help move the brand into top-tier status.

Situation

Solidly positioned within the industry but with aspirations to grow, TransAmerica wanted additional information about the strength and health of their brand relative to competitors. They asked CoreBrand to help them track and monitor the brand and the effectiveness of their on-going branding efforts. This on-going tracking tool has been used to inform their Brand Council on how the brand is doing.

Solution

Using CoreBrand’s syndicated database, we have been tracking the TransAmerica brand to help leadership understand the brand image and reputation relative to peers among the business decision maker audience. The TransAmerica brand currently falls at the top of the Tier 2 peers. While the brand went through a period of growing Familiarity and Favorability, these levels have been dropping off with the recent economic downturn. We recommended that TransAmerica communicate more aggressively to protect its current position and possibly shift the brand to Tier 1 status. Furthermore, this will help shape the brand for economic recovery. In our on-going tracking, it will be important to understand if the economic crisis is creating a continuing drag on the TransAmerica brand or if TransAmerica is somewhat isolated.