Brand Monitoring RollMA

Brand Monitoring is conducted once or twice a year and aims at determining the position of a brand and those brands competing with it. For this purpose, the prompted and unprompted brand awareness, the brands’ advertising effectiveness and image as well as consumers’ purchase intention are measured. The findings of such studies shed light on how the target groups differ from each other, where the brands are positioned and whether advertising activities should be increased.

RollMA stands for rolling brand analysis and is the fastest and most precise continuing way of brand monitoring. Created in 1981, RollMA measures unaided brand awareness. It is accepted worldwide and is the best method for measuring the impact of advertisements. RollMA does not focus on the recall which diminishes after the ad is over. The aim is rather to keep the brand in the consumers’ memory on a long term.