Brand Reputation and Brand Equity Evaluation

CIC brand reputation and brand equity evaluation provide emergency monitoring and uninterrupted tracking services. Through these services, brands can receive timely feedback on hot discussions, negative issues and sensitive topics, to prevent a possible reputation crisis. At the same time, through constant monitoring of the “brand health” and “brand image”, brands can understand and evaluate their popularity and image on the internet, as well as influence these two factors.

Since 2004, CIC provide crisis alert, ongoing monitoring and emergency tracking for Fortune 500 brands and agencies. Our China practices include the DuPont Teflon issue (2004), the KFC Sudan Red incident (2005), a high-end cosmetic brand product crisis (2006), anti-French brands before Beijing Olympics (2008), the Sanlu Contaminated Milk Powder crisis (2008), etc.

Case Study:
A high-end cosmetic brand product crisis (2006): We offer daily and weekly IWOM alert reports during the crisis period, tracking the buzz trends and key topics to identify ideas for immediate action. We also provide buzz review right after each stage of the issue, evaluating the crisis damage caused not only to the cosmetics brand but also to the corporate brand. Based on the gathered data, we offered PR reaction advice, which helped the brand prepare the PR response and communication guidelines.

Related links:

Consumer Day and The Internet Community
Consumer Day? Or Crisis Day? – The web is reshaping brand –consumer relationships (CN)
Can IWOM influence consumers’ attitude towards brands? (CN)
Rage or Complain? – the negative feedback and crisis management in IWOM (CN)