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CONTENTS

                                                                                              STAGE 2


                                                                          b) Nurture & Grow
                                                                                               Continued





      Monitoring performance

      Here are two examples of performance reports
      containing key metrics on commercial & consumer
      performance. You should try to keep your
      reports simple and clear to read. They are set
      up on a simple basis by taking a key metric such
      as distribution and rate of sale and showing a
      quantitative measurement of where you want to
      get to (from X to Y  in a given time period).


      The consumer report takes the same approach on
      the use of key metrics such as awareness levels
      i.e. what percent of your target market is aware
      of your brand. These can be tougher to measure
      but Bord Bia does ofer an annual Brand Health
      Check service which can track these metrics at an
      accessible and afordable cost through syndicated
      research (when you’re grouped together with a
      number of other brands for economies of scale
      in the brand tracking service). This is available to
      Brand Forum members For queries on membership,
      please contact: brandforum@bordbia.ie. The
      templates shown here and further information on
      syndicated tracking research can be found at
      www.bordbia.ie/Documents/Workbooks/
      BordBia-BrandingWorkbook.pdf



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