August 17th, 2021, Emily Patel
Business challenge
Track external brand perception and monitor performance compared to competitors.
Solution
Daily brand health tracking, industry insights and competitor performance using YouGov BrandIndex.
Business outcomes
Lufthansa could quickly react to short-term changes, identify long term trends, and make the right strategic decisions.
Business challenge
Globally operating aviation group Lufthansa to complement brand-relevant insights from internal customer satisfaction surveys to get a more comprehensive picture of their brand perception. For this, the client needed to collect highly up-to- date, valid, and reliable data on their external brand perception. At the same time, Lufthansa needed robust insights into the brand perception of competitors through a uniform survey methodology.
Solution
YouGov BrandIndex provided valuable business insights across the entire market. Furthermore, with historical data ranging back over 14 years, the depth and breadth of intelligence provided by this solution enabled far-reaching analyses to understand why the Lufthansa brand developed the way it did.
Lufthansa were able to track performance across key metrics, including general impression, quality, value for money, employer image/reputation, customer satisfaction and willingness to recommend.
YouGov BrandIndex has been integrated into Lufthansa’s day-to-day business, enabling them to access the desired daily brand health tracking data. Tracking across sixteen metrics, YouGov BrandIndex provides the latest information about not only Lufthansa’s image, but also allows them to successfully benchmark against competitors within their industry.
Business outcomes
The KPI-based brand tracking of YouGov BrandIndex provided Lufthansa with comprehensive, always up-to-date information on brand perception among existing and potential customers, individual target groups, and the total population.
Through YouGov BrandIndex’s extensive data on direct competitors and relevant companies in other sectors, Lufthansa could analyze their daily performance against other service providers in the airline industry.
Based on continuous tracking and extensive historical data, Lufthansa was able to react quickly to short-term changes, identify long-term trends and use them for the strategic management of brands and external communications. In particular, their constant use of YouGov BrandIndex allowed Lufthansa to gain an in-depth understanding of the brand’s development trajectory and attribute its success accordingly to the respective communication measures.
Client testimonial
"We have found YouGov to be very cooperative. YouGov’s support was always characterized by a high level of competence and pragmatism and was always to our complete satisfaction.”
- Christian Krawczyk, Head of Customer Insights at Lufthansa