Brand Health analysis for online finance company

Business Context

Brand health analysis and brand tracks have become commonplace today. So much so that they seemed to have lost their essence. Decrypt was approached by a digital finance company to conduct a brand health analysis with an interesting twist. They wanted to identify how they could build greater brand connection with non-partner banking channels.

Research Approach

Decrypt took a differentiated approach to this project. First we split our target audience into partner and non-partner banks. Then we conducted a half-yearly and quarterly dipstick into the target audience. Our approach was modular to check both core brand connect as well as advertisement affinity, media habits as well as detailed audience profiling

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Deliverables & Client Benefit

Decrypt’s in-depth insights helped discover the delta of impact of the bank’s marketing activities on partner & non-partner bank customers. We discovered the brand had low salience as well as awareness, consideration compared to competition. The brand also lacked a differentiated positioning to impact the non-partner bank audience. Hence it was overly dependent on the equity of partner banks. We shared an actionable strategy using category equity drivers to integrate in all brand communication and drive higher awareness & consideration.

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