GfK unveils BEAT to position brands

GfK launched Brand BEAT (Brand Equity Assessment & Tracking), a complete package of healthcare-specific brand positioning diagnostic tools for measuring the cognitive and emotional strengths of a brand.

Brand BEAT offers product managers a modular approach with the ability to measure and monitor a brand's health along a variety of dimensions.

The core of GfK Healthcare's Brand BEAT is the Brand Equity Assessment, which offers a holistic evaluation of brand equity by calculating “brand cognition” (rational and logical elements) together with “brand heart” (emotional elements). This exercise serves as a reliable predictor of physicians' future prescribing intentions and behavior. Brand BEAT combines the standardized evaluation of brand equity with customized modules (therapeutic area-specific, based on treatment practices, habits and experiences), standardized analytics and normative benchmarks to allow for comparisons against other brands.

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