RESEARCH CASE STUDY: Brand Health Tracking

A Multi-Market Brand Health Tracking Study in Asia-Pacific

January 17, 2026

(Updated July 01, 2026)

A multi-market brand tracking program that delivers consistent, reliable insights into brand awareness, perception, and performance across key Asia-Pacific aviation markets.

Project background

In highly competitive aviation markets, maintaining strong brand health is essential for driving consideration, preference, and long-term growth. Cebu Pacific, a major airline operating across Asia-Pacific, partnered with TGM Research to conduct an ongoing brand tracking study designed to measure the effectiveness of its brand-building efforts across multiple international markets.

The objective of this research was to provide consistent, reliable measurement of key brand metrics, including brand awareness, perception, and overall brand health, enabling Cebu Pacific to make informed decisions that support sales growth, optimise marketing investment, and strengthen market share.

The program was designed as a recurring quantitative tracking study, conducted either quarterly or twice yearly, with good spread on demographics samples across the Philippines, Japan, Australia, and South Korea. Consistency in sampling and methodology was critical to ensure comparability over time and across markets.

Challenge

Multi-Market Complexity: The study spanned four distinct markets, each with unique cultural, linguistic, and media landscapes, requiring careful coordination to maintain consistency while respecting local nuances.
Large-Scale Sample Requirements: With a total sample size of 12,500 respondents per wave, precise sample management and quota control were essential to ensure national representativeness across age, gender, education, and geography.
Tracking Consistency Over Time: As a brand tracking study, maintaining methodological stability across waves was critical to allow meaningful trend analysis and performance benchmarking.
Localization and Language Accuracy: The questionnaire required accurate translation into Japanese and Korean, while preserving the intent and comparability of brand metrics across markets.

Methodology

Study type: Brand Tracking
Services provided: Sample Only (with additional advisory support)
Market studied: Philippines, Japan, Australia, South Korea
Total Sample Size: 12,500 respondents

In addition to providing high-quality sample delivery, TGM Research supported the project by reviewing the questionnaire, translating the survey into Japanese and Korean, and providing feedback on the client’s reporting outputs to ensure clarity and insight quality.

Outcome:

This study delivered with a good spread on demographics ensuring consistency across markets and waves. Leveraging our proprietary panels and strong operational oversight, we produce stable, reliable data designed for longitudinal brand measurement. The outcomes support clear benchmarking of brand health, enable ongoing evaluation of brand-building efforts, and provide a solid evidence base for data-driven marketing decisions in a competitive landscape.

We hope you have found this case study useful

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