Brand Engagement

Gallup's scientists have uncovered fundamental truths about the nature of emotions and human relationships, as well as the crucial role played by situational factors in decision-making. This learning reveals what companies need to do to increase the power and performance of their brands. Great brands are able to capitalize on these fundamental truths, creating and sustaining vital emotional connections with their target constituencies.

Our Brand Engagement practice provides strategic marketing and research counsel to brand marketers in areas ranging from retail and financial services to automotive, hospitality and packaged goods. Gallup provides both the brand management expertise and the essential assessment tools needed to increase the overall impact of a company's brand marketing programs and the return on the company's marketing investment.

Gallup's Brand Management Approach

Our consultants give clients actionable insights with clear indications for marketing management and practical implications for employees in the boardroom -- and on the front line. We offer clients an extraordinary depth and range of expertise that includes experience with business-to-business and business-to-consumer applications in:

• Market Segmentation -- assessing and prioritizing opportunities for more effective marketing programs; providing applications for market expansion and acquisition opportunities as well as improved customer relationship management
• Brand Positioning -- identifying and clarifying competitive threats and actionable opportunities to guide product development and enhance the impact of integrated brand marketing programs
• Marketing Program Development and Evaluation -- maximizing the business-building performance of marketing program elements including distribution, packaging, product design, and pricing
• Marketing Communications, Brand Promotions and Advertising Management -- planning, evaluating, and refining media and message strategies to strengthen brand communications campaign performance
• Brand Health and Brand Equity Assessment -- monitoring the crucial components of brand health to provide direction for more effective management of overall brand equity