The Brand Scan estimates the competitive brand status of the various brands in the market, in terms of top-of-mind awareness, total unaided awareness, extent to which it is likely to be considered for purchase, recall of advertising etc.

This is a unique study, which provides the most complete analysis of the status and image of brands by providing a three dimensional perspective, as follows:

a] It provides the critical, longitudinal perspective by providing readings over seven years, to show how the brand is moving over time.

b] It provides a comparison across brands. The status of a brand in a competitive market depends not only on what it does by itself, but also on what the competing brands are doing.

c] It provides a comparison of the status of the brands across 16 states and 5 population strata, thereby allowing an assessment of whether the marketing programmes are delivering uniform results across the country.