The objectives of our paper are to: 1. introduce the concept of brand fitness, 2. substantiate the essential role of research in fitness measurement, and 3. exemplify the use of a research technique that is an integral part of this measurement. Brand fitness is related to its mother concept of brand equity. We use fitness because while a brand can be fundamentally strong, its fitness at any moment in time may waver. Assessing a brands fitness, then, is like submitting it to an annual check-up. Specifically, three dimensions of brand imagery are examined: product imagery, user imagery, and personal drive imagery. By determining how a brand fares on each of these dimensions and the interplay among them, we are in a position to prescribe preventive measures; that is, courses of action to follow before any serious deterioration of brand equity sets in.
Agencies' Problems with Advertisers in the Middle East is the result of the application of BBDO's PDS technology and is a sequel study to Advertisers' Problems with Agency Service in the Middle East, presented at the 1st ESOMAR/MERF/IAA Conference. The current study, conducted among a cross-section of general managers of advertising agencies, provides a hierarchy of complaints on several aspects of advertiser behaviour and attitude. These rank orderings are determined by the respondents collective assessment of the importance of each problem and the frequency of its occurrence. The findings reveal agency dissatisfaction with client remuneration levels and practices, the level of advertising expertise In advertiser organisations and client capability to handle productively agencies as valued partners/resources. Impact/BBDO reviews the issues and provides suggestions for progress toward their resolution.
"Advertisers' Problems with Agency Sen/ice in the Middle East" is the result of a qualitative application of PDS technology-proprietary to BBDO Worldwide. The Study, recently conducted among a cross-section of decision makers within client companies, provides a hierarchy of "complaints" on several aspects of agency service- -including creative, media and research. These rank orderings are determined by advertiser assessment of the importance of each problem and the frequency of its occurrence. The findings derived from this Study reveal advertiser dissatisfaction related to several of the basic "success factors in the agency business/profession (e.g. talent, initiative, expertise, precision and willingness to invest). Furthermore, proactivity in business relations appears to be lacking, as does the willingness to evaluate work according to objective measurement. This paper was first presented at the ESOMAR Conference in Dubai on 17 February 1992 based on the twenty-seven responses processed at that time. As of this writing, fifty responses have been received. There are no significant differences between the two sets of findings, although a few of the rank orderings have changed.