How to Measure the Results of Rebranding

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It is necessary to forecast and evaluate commercial indicators from rebranding using intermediate tests. The process consists of three stages:

1. Conduct a survey of the target audience to record how they feel about the new brand: do people have positive associations with the product, and if so, what are they?

2. Check customer loyalty to the brand. To do this, evaluate intermediate indicators: customer churn rate, retention rate and product return rate, time between purchases.

3. Evaluation of economic indicators: have product sales increased?

Comment

Denis Domrachev, former brand manager of Anabar, participated canada consumer email list in the development of VkusVill’s brand strategy.

The success of rebranding can be measured using audience research. To do this, we survey clients about how they perceive the brand, what associations and feelings they have.

We conduct surveys before and after rebranding to compare the results. Success is if the rebranding is met with associations similar to those that were laid down during development. If they are opposite, then these are the first signs of failure.

You also need to focus on market indicators. Increased sales, market share and the number of attracted clients indirectly indicate a successful rebranding. If the indicators are the opposite, there is an outflow of clients or a drop in loyalty, then, most likely, you need to return to the previous version.