Affecto Nordic

 

Affecto is one of the leading Business Intelligence and operational IT solution providers in Finland and as well in other Nordic and Baltic countries. Affecto’s business intelligence solutions enable organisations to integrate their strategic targets into their business planning and management and decision-making process.

 

In BIG2´s research collaboration with Affecto we developed a brand audit framework suited for companies working in the digital and business to business domain. The brand audit provided a realistic assessment of brand management strategies and market effectiveness for Affecto and indicates the balance between brand investments and returns. Furthermore, it suggests strategies for directing brand investments for higher returns.

 

The research involves interviews of Affecto executives and key customers in Finland, Sweden, Norway and Denmark for assessment of Affecto brand promise, value proposition and customer experience both from the management and the customer perspectives.

 

The research project had the following outputs for Affecto:

 

Affecto brand audit involved:

 

a. Gap model for analysis of Affecto service brand

b. SWOT Analysis for Affecto brand

c. Score for Affecto’s current brand strength

d. Recommendations for improving the brand strength

 

Example of segmentation analysis

The research project would be instrumental in the development of a brand audit tool which is applicable to a wide range of companies in diverse industries and would facilitate a finer understanding of the factors affecting the brand strength and ways to calibrate and measure them.

 

 

 

 

 

Literature