By employing market research management and analytical techniques, such as conjoint and brand equity drivers analysis, we help you connect brand measures with stakeholder behaviour and then stakeholder behaviour to business models. This helps you gain a clearer financial understanding from market research.
Turkish Airlines – Market Research Analytics
Turkish Airlines is the national flag carrier airline of Turkey. In order to achieve the company’s strategic goal of becoming the leading carrier in Europe, Brand Finance was appointed to identify, through analysis, the link between value drivers and customer behaviour, to model the impact on the bottom line, and to assist in scenario development and target setting. A brand valuation was created by means of the ‘Royalty Relief’ methodology and, subsequently, presented to management in order to help identify the specific contributions that each department can make to build the brand.