When streaming puts a brand to the test
Case study: Media
Objective
In a competitive streaming market, a platform wanted to better understand what shapes its image in order to more effectively manage its brand performance and differentiate itself on the long term.
Approach
Conducted using the Brand Aura by Ifop approach, the process relies on measurement of brand equity and analysis of social media listening. It clarifies perceptions and identifies what strengthens or weakens the brand.
Impact
The study identified the factors that have the greatest influence on brand perception and the levers to activate in order to enhance desirability. It also pinpointed the major pain points so as to secure the brand’s image and guide decision-making.
Revealing brand equity, step by step
Measurement of brand pillars
Brand equity assessment in the streaming category was conducted to position the platform and understand what truly matters in terms of how it is perceived: appeal, affinity, and shortcomings. This diagnosis was based on a predictive indicator: the Brand Aura Index.
Deep-dive into the heart of conversations
In addition to the diagnosis, a Social Media Listening tool was deployed to monitor conversations related to the platform. It analyzed tone of voice, identified key themes, and tracked changes in negative feelings over time using the Warning Score.
Refine your path to stand out
A summary of the key takeaways was then compiled and translated into concrete recommendations. The goal: ensure greater communication consistency, strengthen brand loyalty, and better address issues that undermine the brand’s image.
From perception to brand management
This study enabled the streaming platform to better position itself and refine its brand strategy in a highly competitive market. It brought to light a positive overall image while identifying the most significant areas of weakness (price, carbon footprint, divisive content), to guide decision-making in terms of services, content, and communication.
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A good brief includes your problem, your target audience, the themes you want to explore and other key elements.
