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Škoda China

Brand Monitoring

Evaluation of the brand’s status and image (on- and offline) in the Chinese market as well as derivation of recommended procedures.

skoda-brand-monitoring-680-02

Task:

Continuous evaluation of Skoda China’s communicative activities in comparison with its competitors. Furthermore determination of the brand’s image in all media and of the brand value check with regards to consistency and adequate intercultural translation.

Solution:

  1. Constant screening of different channels - such as print, TV, online, social networking service - and analysis of the communications products using an evaluation scheme, specially designed by Greenkern.
  2. Evaluation with a KPI-scheme to show how Skoda China’s communication supports the brand.
  3. Summaries and recommend proceedings are given to Skoda management quarterly, wrapped up in a comprehensive presentation. This way, the communicative activities can be monitored, steered and, if needed, optimized. Competitor’s strategies also remain a focus.