Brand health study of a leading steel manufacturer in India
Multi-phase brand health assessment evaluating awareness, perception, and purchase drivers among key stakeholders in India’s steel market.
Overview: This study measured the brand health of a leading primary steel manufacturer in India, focusing on awareness, familiarity, consideration, and brand preference.
Context: The client sought insights to compare its branding against competitors and identify key factors influencing steel product purchase and recommendation decisions across industries.
Approach: The research involved over 1,000 comprehensive interviews across multiple phases with contractors, masons, fabricators, builders, auto manufacturers, engineering goods producers, and consumer buyers. Desk and secondary research complemented primary data.
Insights: Key findings indicated top-of-mind, unaided, and aided brand awareness levels among various groups, drivers of brand preference, and the importance of brand equity in the steel purchase decision process.