In a dynamic and competitive market, such as mineral water, maintaining a clear perspective on your brand’s position is essential. Long-term brand tracking provides valuable insights into how your brand is perceived and how to optimize strategies for greater relevance.

In this article, we will analyze how long-term brand tracking can transform the competitive advantages of your business.

To better understand consumer perceptions and brand positioning in the mineral water market, Tușnad collaborated with MKOR to conduct a comprehensive brand tracking study, continually evaluating brand awareness and consumer perspectives.

Tușnad is a well-known brand in Romania, recognized for its high-quality mineral water. Sourced from the Tușnad region (Harghita County), the springs have been used for therapeutic purposes for centuries. Tușnad mineral water is characterized by its natural purity, enriched with minerals from the rich volcanic rock formations.

Measuring Tușnad Brand Awareness – Brand Tracking Study

The data obtained from the brand tracking study revealed consumer attitudes and behaviors in the mineral water market in Romania.

Our client obtained relevant insights about their brand’s perception, consumer personas, and market positioning.

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Research Objectives

The goal of this brand tracking study was to measure attitudes and perceptions towards the brand.

The objectives of this research were:

  • Usage Frequency: Last week, last 4 weeks, most frequent, and preferred brands.
  • Brands Considered as First Choice and Rejected Brands
  • Brand Image: Characteristics perceived by consumers such as high quality, good value for money, good, better than other waters, good for the whole family, attractive packaging, market leader, variety of products, trusted brand, recommended by others who love it, and more.
  • Perceptions of Advertising
  • Analysis of Promotional Actions by Different Companies and Brands for Bottled Mineral Water: Contests, free packages, free gifts, price reductions, or special prices; brand awareness during promotions.

Long-Term Benefits of Brand Tracking

In the long run, brand tracking brings multiple benefits that can transform the competitive advantages of a business:

  1. Continuous Monitoring of Consumer Perception: Long-term brand tracking allows for constant monitoring of how consumers perceive the brand, quickly identifying any negative shifts and promptly correcting them.
  2. Identifying Market Trends: Brand tracking studies help you discover new trends and consumer preferences, giving you the advantage to adapt your strategies ahead of the competition.
  3. Evaluating Marketing Campaign Efficiency: By measuring the impact of marketing campaigns on brand perception, you can optimize budgets and messages to achieve maximum ROI.
  4. Improving Customer Loyalty: Deep understanding of the factors driving customer loyalty helps develop stronger retention and satisfaction strategies.
  5. Informed Strategic Decisions: Long-term data provides a solid foundation for strategic decision-making, reducing risks, and maximizing growth opportunities and competitive advantages.

About the Research

This study involved primary research, collecting data directly from the source through an online opinion survey.

  • Market: Romania
  • Target: People aged 18-55 who consume bottled mineral water
  • Type of Research: Quantitative
  • Research Instrument: Online opinion survey (CAWI)

About the Client

Tușnad is a Romanian company that offers superior quality mineral water, sourced from the natural springs of the Eastern Carpathians.

With a long-standing tradition and international recognition, Tușnad stands out for the purity and therapeutic benefits of its water.

Are You Ready to Focus on Your Business Potential?

MKOR is an innovative and agile research agency. We firmly believe that information collected directly from the market about consumers and their perceptions of your brand provides a clearer picture of potential, as well as the challenges your company faces. Agility and empathy in business are our superpowers.

Schedule a meeting with us today for a personalized study tailored to your organization’s research needs.

With well-defined objectives, we can achieve:

We help you better understand the preferences and needs of your employees to become a top employer and attract the most valuable people to your team.

Additionally, we help you quickly obtain clear and actionable business answers through Agile Research.

Agile Research is a flexible market research service where you can address 3-5 specific questions, with access to a nationally representative sample.

Ultimately, this might be the best starting point for developing a long-term partnership with MKOR.