Argenta, the strongest banking brand; Ethias, the strongest insurance brand; Volvo, the strongest automotive brand in Belgium,...

Consumers no longer have implicit faith in companies or brands. These days, brands are not judged solely on the basis of the messages they send out themselves. The strength of a company or brand is determined by what consumers think of it and communicates about it.

It is therefore important to know what your position is in relation to your competitors.

The Benchmark Company provides benchmarks and tells you how strong your company or brand is. This is done within the only relevant reality: the competitive environment in which consumers experience and judge your company or brand.

 

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What is a strong brand?

Is a brand strong because everybody can spontaneously name it, recognise the logo or hum the tune of the commercial? Or is it rather about the product’s quality and the good quality/price ratio?

There is no doubt that both are important, but they are only part of the story. These days, consumers expect more from a brand.

Strong brands are brands that are relevant: they add value to the category; they are distinctive, unique as well as reliable and credible.

In addition, consumers must be able to relate to the brand values, to identify with the brand, to be willing to have an emotional connection with the brand.

But it doesn’t stop there. A really strong brand has an impeccable reputation, looks beyond its own profit and expresses involvement with society.

Why are strong brands important?

These days, it is more important than ever before to monitor the strength of your brand. Why?

IMPLICIT FAITH IN BRANDS IS NO MORE

Today’s consumers are more alert, more critical and more conscious than before, not only due to the economic crisis, but also because they are much better informed.

They often opt for private brands and are less willing to pay extra for a well-known brand.

DISRUPTIVE BRANDS TURN EVERYTHING UPSIDE DOWN

Disruptive brands follow their own rules, shake up the market, thereby changing the way consumers look at established brands. Famous examples include Über, Spotify, or Airbnb.

Brands such as Primark, Action, Tesla, One + or Netflix, … also constitute points of reference in their sector when it comes to price, durability, affordable luxury, entertainment, …

AND EVERYBODY COMMUNICATES

The explosive growth in communication channels and possibilities leaves brands more vulnerable.  The days when the brand manager was in charge of brand communication are definitely over. Just consider the carefully constructed market image that is completely undermined by negative tweets that are shared by a large number of people....

What is the Brand Benchmark Score? 

The Brand Benchmark Score measures the strength of your brand in a competitive environment on the basis of 5 dimensions: 

These dimensions and parameters are a synthesis and practical interpretation of the scientific work about Customer-based Brand Equity by the reputed professors Kevin Lane Keller and David Aacker 

How is the Brand Benchmark Score measured?

The ‘Brand Benchmark Score’ calculates the strength of a brand based on absolute scores on each of the dimensions as well as based on the position the brand holds in relation to the competition.  In this way, we take account of the genuine reality in the market.

The ‘Brand Benchmark Score’ is measured in a visual manner, whereby all brands from the competitive environment are judged in the same visual exercise.

What sectors have already been benchmarked?

The Brand Benchmark Score is calculated for:

THE BANKING SECTOR

The 15 banks with the most offices in Belgium were compared in terms of market knowledge, performance, relevance, affinity & reputation.

Order the report here!

THE INSURANCE SECTOR

The 15 insurance companies with the most offices in Belgium were compared in terms of market knowledge, performance, relevance, affinity & reputation.

Order the report here!

THE AUtomotive SECTOR

The 16 most sold automotive brands in Belgium were compared in terms of market knowledge, performance, relevance, affinity & reputation.

Order the report here!

THE SECTOR OF SOCIAL HR PARTNERS

12 social HR Partners were compared in terms of market knowledge, performance, relevance, affinity & reputation.

Order the report here!

In 2016, THE BENCHMARK COMPANY measured THE BRAND STRENGTH of the most important market players of THE BANKING SECTOR, the insurance sector, the automotive sector & the social HR partners sector.

The ‘Brand Benchmark Score’ measures the strength of a brand in a competitive environment on the basis of 5 dimensions: market knowledge, performance, relevance, affinity & reputation.

You can read the press releases on the NL/FR pages of this website.

The reports can be ordered on www.thebenchmarkcompany.eu or by clicking here.

The Benchmark Company is a 100% independent company which helps brands and companies determine their position in a competitive environment.

This generates a number of reliable figures which can be used by companies to set targets, to further develop businesses and to reward personnel.

PHILIPPE VERSCHUEREN
PARTNER

More than 20 years of experience in marketing & communication management of strong brands, such as Telenet, Citibank, Belgacom & Ford and experience in the media and direct marketing sector.

DIRK MATERNÉ
PARTNER

More than 20 years of experience in fieldwork for qualitative and quantitative fieldwork for companies, such as Procter & Gamble, Unilever, Iglo, VRT, Belgacom, Omega Pharma, BNP Paribas Fortis, Coca-Cola etc.

BART WARLOP
PARTNER

More than 20 years of experience in custom qualitative and quantitative market research for such brands as Mediahuis, JBC, Colruyt Group, Telenet, … A specialist in obtaining and implementing customer insights.

The Benchmark Company
Bisschoppenhoflaan 98-100
2100 Antwerpen

Tel: +32 497 593 260

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Please fill out this order form and we will send you the report as soon as possible. 
The price of the report Bank Sector is 7.950€ VAT excl.
The price of the report Insurance Sector + U&A is 8.950€ VAT excl.
The price of the report Automotive Sector + U&A is 8.950€ VAT excl.
The price of the report Social HR Partners + U&A is 8.950€ VAT excl.

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