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About


tcba is a no-nonsense brand performance consultancy

Helping businesses of all shapes and sizes understand and increase the performance of their brand.

 

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About


tcba is a no-nonsense brand performance consultancy

Helping businesses of all shapes and sizes understand and increase the performance of their brand.

 

 

ABOUT TCBA

The Centre for Brand Analysis (TCBA) undertakes a wide range of brand evaluation and strategy projects across both business-to-consumer and business-to-business sectors.

 The Centre's audit and consultancy services help shape brand, marketing and business strategies, enhancing brand reputation and underlying business growth.

 In addition to this core focus, the Centre also provides services to marketing agencies, including the development of intellectual property and indices that help drive their planning process, new business outreach and fame.

About The Founder

 
Director and Chief Executive The Centre for Brand Analysis


Director and Chief Executive
The Centre for Brand Analysis

 

Stephen Cheliotis heads up TCBA and is a leading brand consultant, providing strategic advice to both established and challenger brands. As a recognised expert, he is a regular commentator on branding for media including CNN, the BBC and Sky. 

Stephen has helped build Superbrands into a powerful name across the UK and Europe, and continues to independently chair the UK Consumer Superbrands, Business Superbrands and CoolBrands Councils.

 
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Services


beyond raw data: Everything from evaluation to tracking

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Services


beyond raw data: Everything from evaluation to tracking

Evaluation

TCBA enhances returns by creating stronger, more compelling and relevant brands that stakeholders’ desire. By delivering practical, rich insights on perceptions, attitudes and behaviours towards a brand, we help transform performance.

Our real-world solutions are comprehensive and tailored to empower businesses; we have no interest in delivering data that gathers dust and don’t measure for measurement sake.

Example product: TCBA’s Employer Brand Audit was developed with the Institute of Internal Communicators. Recognising the link between internal and external brand equity, it assesses both so that perception gaps can be reduced. This can boost employee productivity and retention, while heightening the attraction of an employer brand.


Strategy and support

TCBA’s insights, evidence and experience help create brands that influence strong and sustainable business performance. We focus not just on how a brand impacts, informs and drives marketing strategy but also how brand impacts wider business strategy too, from human resources to product development.

Example product: TCBA works with growing UK challenger brands’ founders and business leaders, providing support and guidance. We deliver an on-going brand-centric perspective and understanding that has proven invaluable to those businesses deepening and continuing their positive growth trajectory.


Positioning

Whether creating a new or revitalising an existing brand, TCBA works with business leaders to create a captivating and effective brand positioning that meets stakeholders’ tangible and emotional needs. This includes grasping and articulating why the brand exists, its principles and standards, its persona and character, and its value proposition.

The positioning creates the framework that acts as a glue and foundation to the business, driving not only brand strategy but also overall business direction and decision-making. It fosters clear alignment between business departments, driving a coherent, consistent and compelling proposition that is well defined and differentiated. This positioning delivers long-term competitive advantage.

Analysis

TCBA helps businesses deliver a salient, relevant and persuasive brand through assessing consumers' needs and requirements. This deep intelligence guides brand and marketing strategy, enabling businesses to maximise their potential and minimise reputational risk.

TCBA’s competitor benchmarking solutions reveal brands' performance versus peers and uncover how reputation deficits can be closed or how outperformance can be extended.

Example product: TCBA’s Trends and Insights Digests – compiled independently or collaboratively with relevant experts, influencers and analysts – provide comprehensive assessments of emerging macro and micro trends and behaviours likely to impact brand performance in the future.


Tracking

TCBA’s brand tracking solutions don’t just benchmark and monitor performance, but enable businesses to understand shifts in reputational movement so strategic and tactical refinements can be made to boost brand value and maximise return on investment. TCBA’s brand trackers also identify emerging risks that can be addressed in their infancy.

Example product: Brand elicitation appraisals assess brands across key factors that are relevant and important to driving positive consumer sentiment. They also track brands against potential barriers to purchase and both key category entry and retention points.

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Clients


ALL SHAPES AND SIZES

We work across both B2B and B2C sectors, with an eclectic mix of clients from boutique chocolate brands to global steel manufacturers

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Clients


ALL SHAPES AND SIZES

We work across both B2B and B2C sectors, with an eclectic mix of clients from boutique chocolate brands to global steel manufacturers

 

Our Clients

Major brands worked on include: Coca-Cola, Microsoft, Barclays, Shell, Lipton Ice Tea, Motorola, Purina, Tetra Pak, Dermalogica and Grant Thornton. 

Smaller challenger brands worked on include: Cawston Press, Tatty Devine, TM Lewin, Turtle Wax, Winning Pitch, Grundig, Richard Burbidge, Kelkoo and Co-Operatives UK.

TCBA also works for agencies – such as, Brandhouse, Exposure, Gravity London, the Gild, Edelman and Cubo – and institutions ­– such as The Institute of Travel and Tourism and the BOSS Federation.

We’ve delivered insight presentations to hundreds of brands from Virgin Group to American Express and from Beck’s to the Institute of Chartered Accountants.

TCBA operates the following annual indices:

 

CoolBrands
For Superbrands UK

CoolBrands is an annual initiative to identify and celebrate the UK's coolest brands. Since 2001, the survey has been canvassing the views of opinion formers and consumers to produce an annual barometer of the nation’s coolest brands. Brands do not apply or pay to be considered.

TCBA’s Stephen Cheliotis chairs the independent and voluntary expert council, creates the shortlist of brands to be rated, manages the consumer research and produces the overall indices that determine which brands achieve CoolBrands status.

 

Superbrands
For Superbrands UK

Superbrands is an annual initiative to identify and celebrate the UK’s strongest consumer and business-business brands in Britain. Brands do not apply or pay to be considered for Superbrand status; rather the accolade of Superbrand is awarded after a rigorous and independent selection process managed by TCBA.

TCBA compiles the shortlists, convene the independent and voluntary expert councils and manage the consumer voting processes before creating the final rankings for both programmes.

Super Entrepreneurs
For the MAA

The annual projects explore the role of entrepreneurialism in larger businesses, shifting the debate beyond start-ups and fast growing SMEs. The project helps stimulate an exchange of views by identifying current best practice, reviewing which major businesses operating in the UK exhibit entrepreneurial outlook and output.

Stephen Cheliotis chairs a panel of leading business leaders, investors, entrepreneurs and academics, whose collective views are turned into the ratings that act as the lynchpin for the wider debate.

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Contact


Get in touch

Drop us a line if you'd like to discuss the performance of your brand and how to increase it's value.

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Contact


Get in touch

Drop us a line if you'd like to discuss the performance of your brand and how to increase it's value.

 
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