Helping shape brand strategy in a B2B market

The Need

A global financial services provider needed to understand how their brand was perceived amongst Independent Financial Advisers.

Our Approach

Opinium conducted a brand equity study amongst 200 IFAs from our adviser community who specialise in retirement and savings, and Group Risk products.

The Outcome

The Opinium Brand Strength Index explained what the key drivers within the category were. The analysis highlighted some clear actions for the business to take in terms of the product offering, marketing activity and customer service. The client is currently reviewing brand strategy.