Brand Health & Market Position Analysis
Comprehensive analysis of brand awareness, market position, and competitive landscape based on research with 3,200 IT decision makers across North America.
Brand Awareness Funnel
Tracking progression through the buyer journey reveals conversion challenges
Key Challenge: Significant drop-off from consideration (34%) to preference (19%) indicates competitive pressure and need for stronger value proposition.
Competitive Brand Positioning
How we compare against key competitors across key metrics
| Brand | Awareness | Consideration | NPS | Share of Voice |
|---|---|---|---|---|
| Market Leader A | 71% | 52% | +38 | 28% |
| Competitor B | 68% | 44% | +31 | 22% |
| Competitor C | 53% | 38% | +29 | 18% |
| Our Brand | 47% | 34% | +42 | 14% |
| Emerging Player D | 31% | 28% | +51 | 11% |
| Legacy Vendor E | 62% | 21% | -12 | 7% |
Brand Attribute Performance
How target buyers rate us vs. the category leader on key attributes
Strengths
- Value for Money (+14 vs leader)
- Easy to Work With (+7 vs leader)
- Highest customer satisfaction (NPS +42)
Areas for Improvement
- Industry Leadership perception (-39)
- Innovation image (-34)
- Modern/Forward-thinking (-32)
Brand Awareness by Segment
Performance across different market segments and industries
| Segment | Awareness | Consideration | YoY Change | Opportunity |
|---|---|---|---|---|
| Enterprise (1000+) | 67% | 48% | +15% | High |
| Mid-Market (100-999) | 51% | 38% | +12% | High |
| SMB (<100) | 22% | 14% | +8% | Low |
| Financial Services | 71% | 52% | +18% | High |
| Technology | 63% | 44% | +9% | Medium |
| Healthcare | 41% | 28% | +14% | High |
| Manufacturing | 29% | 19% | -2% | Medium |
Marketing Channel Effectiveness
Performance and recommendations for each marketing channel
| Channel | Awareness Lift | Consideration Lift | Cost Efficiency | Recommendation |
|---|---|---|---|---|
| Paid Search | +8% | +12% | Medium | Increase |
| Content Marketing | +15% | +22% | High | Increase |
| Events/Webinars | +11% | +31% | Medium | Increase |
| Display Advertising | +5% | +3% | Low | Reduce |
| Social Media | +7% | +5% | Low | Maintain |
| Partner Channel | +19% | +28% | High | Increase |
Year-over-Year Brand Health Trends
Progress against key metrics and targets
| Metric | Q3 2024 | Q3 2025 | Change | Target |
|---|---|---|---|---|
| Total Awareness | 35% | 47% | +12pts | 55% |
| Unaided Awareness | 14% | 23% | +9pts | 30% |
| Consideration | 29% | 34% | +5pts | 45% |
| NPS | +31 | +42 | +11pts | +50 |
| Share of Voice | 11% | 14% | +3pts | 20% |
| Market Rank | #3 | #4 | -1 | #2 |
Key Insights & Challenges
Critical findings that require immediate attention
Critical Gaps
- Innovation perception gap: 34-point deficit vs. market leader threatens competitive position
- Awareness-to-consideration drop: 13-point gap indicates weak middle-funnel conversion
- SMB penetration problems: Only 22% awareness in fastest-growing segment
- Share of voice deficit: 14% vs. leader's 28% limits market influence
Market Dynamics
- Emerging Player D threat: +51 NPS with rapid growth trajectory poses competitive risk
- Category growth: 23% annual expansion creates opportunities but increases competition
- Buyer behavior shift: 67% now research extensively before engaging vendors
- Decision criteria evolution: Innovation perception increasingly weights purchase decisions
Bright Spots
- Customer satisfaction leadership: +42 NPS significantly outperforms category average
- Value perception strength: +14 advantage vs. leader on "value for money"
- Enterprise momentum: 67% awareness with 15% YoY growth in largest segment
- Partner channel effectiveness: 19% awareness lift with high conversion rates
Strategic Recommendations
Six-point strategic plan to accelerate brand growth and market position
Address Innovation Gap
Launch innovation-focused content campaign and product messaging refresh to close 34-point perception gap
- Develop thought leadership content series on emerging technologies
- Create innovation-focused case studies and customer success stories
- Refresh product messaging to highlight R&D investments and roadmap
- Target: Close gap by 50% within 6 months
Fix Awareness-to-Consideration Conversion
Implement nurture campaigns and content strategy to bridge the 13-point conversion gap
- Launch middle-funnel nurture email campaigns
- Create comparison content and competitive battle cards
- Optimize website for consideration-stage buyers
- Target: Increase consideration by 8 points within 4 months
Accelerate Share of Voice
Increase market presence through content marketing and strategic channel expansion
- Double content marketing investment (+150% budget)
- Expand paid search coverage (+200% keyword portfolio)
- Increase event participation and sponsorship activity
- Target: Reach 20% share of voice by Q4 2026
Defend Against Emerging Player D
Proactive competitive response to neutralize threat from high-NPS emerging competitor
- Develop competitive intelligence and monitoring program
- Create direct response competitive campaigns
- Enhance customer success and retention programs
- Target: Maintain NPS leadership and market share defense
Double Down on Strengths
Amplify messaging around value proposition and customer satisfaction advantages
- Launch customer advocacy and reference program
- Create ROI-focused value proposition messaging
- Develop "easy to work with" campaign for service differentiation
- Target: Maintain +40 NPS and expand value perception
Channel Reallocation
Optimize marketing spend by shifting budget from low-performing to high-impact channels
- Reduce display advertising budget by 60%
- Increase content marketing and partner channel investment
- Expand webinar and event marketing programs
- Target: Improve overall channel efficiency by 25%
Budget Implications
Financial investment required to execute strategic recommendations
| Initiative | Current Spend | Proposed Spend | Change | Expected Impact |
|---|---|---|---|---|
| Content Marketing | $240K | $600K | +150% | Innovation perception +15pts |
| Paid Search | $180K | $540K | +200% | Share of voice +6pts |
| Events/Webinars | $120K | $300K | +150% | Consideration +8pts |
| Display Advertising | $150K | $60K | -60% | Cost efficiency +25% |
| Partner Channel | $80K | $200K | +150% | SMB awareness +10pts |
| Customer Success | $90K | $180K | +100% | NPS maintain +40 |
| Total Annual Budget | $860K | $1,880K | +119% | Market position +2 ranks |
Success Metrics & Targets
Quarterly milestones and 2026 end-of-year targets
| Metric | Current (Q3 '25) | Q1 '26 Target | Q2 '26 Target | 2026 EOY Target |
|---|---|---|---|---|
| Total Awareness | 47% | 50% | 53% | 60% |
| Unaided Awareness | 23% | 26% | 29% | 35% |
| Consideration | 34% | 38% | 42% | 48% |
| Innovation Perception | 48% | 55% | 63% | 70% |
| Share of Voice | 14% | 16% | 18% | 22% |
| Market Rank | #4 | #4 | #3 | #2 |
| NPS Score | +42 | +45 | +48 | +52 |
2026 Success Vision
By end of 2026, achieve #2 market position with 60% total awareness, 48% consideration, and maintain customer satisfaction leadership with +52 NPS. Innovation perception gap closed to within 10 points of market leader.
Research Methodology
Survey Details
- 3,200 IT decision makers surveyed
- 25-minute online interviews
- Enterprise, Mid-Market, and SMB segments
- North American coverage
Timeline
Field period: August 15 - September 12, 2025
Key Metrics
- Unaided and total brand awareness
- Brand consideration and preference
- Net Promoter Score (NPS)
- Share of voice analysis
Confidence Level
±1.7% margin of error at 95% confidence level
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