Global Brand Equity Benchmark Research Using BrandVision

A global brand with experience within travel, media and entertainment inspiring people to explore the world’s culture and creativity through innovative technology and an international network of local content creators ensuring the quality of the recommendations. The brand has grown following over $20m of Series A funding and $60m of Series B funding in 2018 their ambitious expansions plans are truly underway and providing success for the brand. The challenge comes in the form of establishing brand equity benchmarks, allowing the brand to be monitored over time alongside multiple campaigns to understand how the brand is growing.

Vision One’s BrandVision was used to establish brand value benchmarks for The Global Travel Brand incorporating the Brand Funnel and NPS metrics. Online research was conducted amongst UK and US respondents to ensure attitudes across the main target audience to ensure attitudes were representative of the client’s primary market. 

This research has consciously evolved over the past two years and been adapted to cater for Culture Trip’s specific requirements. This has allowed Culture Trip to understand consumer perceptions of the Culture Trip Brand, Services and Competitors, all of which has impacted the formulation of Brand Claims.

The insights from this research will continue to be used to shape and develop the marketing strategy and communications. 

Testimonial from the global brand:

"The insights and analysis have helped guide us through evolutions of our business and the unforeseen industry changes of 2020."