Top Brand Index Survey 2012
::: Top Brand Index Survey 2012 :::
Front - TBI (Top Brand Index)
Front-TBI measures a brand within the market or industry, which are the most recognized by the consumer. The positive impacts are proven through the increase word of mouth (WOM), which is a costless advertising and highly effective compared to other methods of promotion. Furthermore, the analysis provides an added value to organizations, especially in the decision making process.
The process of data collection is done via omnibus surveys with a purpose to calculate the penetration level of a brand. The omnibus method allows decision makers to have an extensive vision of the market in an industry. Top Brand Index also acts as a benchmarking tool to set an evolving standard in a dynamic market.
Value Of Top Brand Index To Overall Company Strategies
In addition to brand penetration analysis, Front-TBI provides useful marketing information and insights on the industry surveyed which is illustrated in the diagram below:
The sample size determined for the surveyed industry is related to the promotion of frequency in the consumers purchasing behavior. Total numbers of samples combined between the two categories of consumer are 4050 respondents which is consist of 2400 random respondents, 1200 booster sample, and 450 B2B consumers. The purpose of booster sample is to calculate Top Brand Index for products within an industry which has lower penetration population-wide due to certain characteristics.
The justification in incorporating B2B consumers in this year's survey is influenced by the different perception in purchasing decision between personal and bussiness purposes. To analyze the less explored subject, a slightly different approach is adopted in the surveying method. Unlike general consumer, B2B consumer samples do not incorporate booster samples in the survey process since the scope of sample are specifically determined by criteria such as employment background and members of certain societies.