The brand-health study for VHT presents a multifaceted challenge: firstly, the company’s operating domains—military technology, telecommunications infrastructure and civilian intelligent-systems—span highly specialised and distinct customer segments, each with their own decision-making processes and expectations. According to VHT’s corporate profile, its product portfolio ranges from C5ISR combat systems to 5G network infrastructure and smart-society solutions. 

Hence, designing a measurement framework that meaningfully captures brand health across three verticals (military, telecom, civilian) and among senior enterprise-buyers / procurement executives is inherently complex. Secondly, the data must provide actionable insights: the study cannot simply report brand metrics—rather, it must generate segmentation-specific intelligence that informs strategic marketing, partner engagement and brand positioning.

Finally, given VHT’s ambition to position itself globally and technologically, the brand health insights must enable competitive benchmarking and strategic recommendations—not just internally-facing diagnostics, but a strategic input into marketing communications, KPI-setting and business growth planning.

Our solution comprised the development of a tailored Brand Health Measurement Platform structured specifically for VHT’s tri-sector operations.

We deployed a multi-channel, multi-segment methodology: quantitative surveys targeting C-suite / procurement decision-makers in the military, telecom and civilian sectors; in-depth qualitative interviews to explore brand perceptions, decision-journeys and value drivers; and competitor benchmarking within each domain.

We defined a core set of brand-health dimensions such as Awareness, Relevance, Trust, Differentiation, Advocacy and Purchase Intent, and customised the wording and stimuli for each product-vertical to reflect domain-specific decision contexts.

Finally, we translated data into actionable strategic outputs: detailed dashboards segmented by vertical, heat-maps of brand strength vs competitor, and a set of strategic recommendations to guide VHT’s product-marketing roadmap, communications planning and KPI framework for the upcoming year.