BrandBox Connectors - identify key advocates of your brand

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Information about BrandBox Connectors - identify key advocates of your brand
Business & Mgmt

Published on March 4, 2014

Author: spafuturethinking



Brand tracking is essential to understanding how your brand is performing in terms of brand awareness, association and equity. It measures the strength and engagement of your brand and allows you to track performance over time.

SPA Future Thinking has launched BrandBox, a new and innovative approach to brand tracking. It has been designed to help marketers to understand brand equity, evaluating the competitive context, emotional relationship, and the role of Connectors in determining a brands’ position.

Connectors are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates. They are identified through a series of attitudinal statements and form about 25% of the population (category dependent). By identifying who Connectors are for any brand, we can map out how to influence them.

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