South Africa, March 19 -- This most likely explains why, after more than five years, Brand Gauge - BMi Research's brand health measurement and tracking tool - remains the company's single, most-rapidly growing research solution.

"Brand Gauge measures the performance of a brand in a competitive context. It provides intel on a brand's relative strengths and weaknesses, and the levers to push or pull to accelerate or underpin growth. Together, these insights provide strategic direction for brand owners," explains Michelle Daines, research manager: Consumer Behaviour and Business Insights at BMi Research.

That direction can apply to any phase of a brand's lifecycle, including at brand inception or launch to understand the brand category and...