Brand strategy
Brand strategy
MERCAPLAN Central America & Caribbean uses internationally proven methodologies to measure brand value. Our analysis models have demonstrated their usefulness and applicability to any category and context, achieving a superior quality of analysis. We analyze brand value based on the consumers’ functional and emotional perceptions toward the brands, allowing us to understand the consumer–brand relationship from awareness to loyalty. The evaluation tools we use enable us to identify strategic insights that help define the brand strategy. This includes tracking metrics such as top of mind, which are essential to measure a brand’s strength and relevance compared to its competitors.
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Cristimaria.Salgado@mercaplan.com |
For MERCAPLAN Central America & Caribbean, the goal of conducting a U&A study is to gain a full understanding of the usage and consumption habits surrounding a product and the role of brands within those behaviors. By considering these aspects, we achieve a comprehensive view of the category, the consumer/shopper, and competitive analysis, which serves as a source of valuable insights for planning processes, opportunity identification, market trend analysis, or problem-solving — all supported by our extensive experience as a market research agency in the region.
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Ileana.Tejeda@mercaplan.com |
At MERCAPLAN Central America & Caribbean, this study is used to evaluate advertising campaigns/ads after their launch, in order to understand the impact of advertising based on recognition, branding, communication, and persuasion.
It includes post-testing solutions for television commercials, print, radio, non-traditional media, and digital platforms. Its databases include benchmarks by country and category, against which we can compare results. This allows for clear conclusions about the effectiveness of the advertising or campaign and its ROI, supporting more precise market analysis strategies.
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Cristimaria.Salgado@mercaplan.com |
At MERCAPLAN Central America & Caribbean, this market research study allows us to monitor market trends and analyze the competition, based on top of mind, purchase incidence, product usage, as well as brand recall and advertising penetration. Additionally, metrics can be incorporated to measure product acceptance after its launch or relaunch, and to assess consumer reactions. These market studies are usually ongoing, with weekly data collection, applying quantitative research methodologies according to the client’s objectives.
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Cristimaria.Salgado@mercaplan.com |
At MERCAPLAN Central America & Caribbean, we work on the essence and identity of the brand, identifying its values and principles, ensuring it remains coherent and authentic.
Through our market analysis consulting, we help uncover emotional and intangible associations that foster a long-term connection with the client, aligning the brand’s purpose with market trends.
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Cristimaria.Salgado@mercaplan.com |
Guatemala
Edificio Géminis 10, Torre Sur, #1702
Guatemala, Guatemala.
Honduras
Tegucigalpa
Col. Rubén Darío, Calle Venecia, #2152
Tegucigalpa, Honduras.
San Pedro Sula
Blvd. Los Próceres, #238
San Pedro Sula, Honduras.
El Salvador
Col. Escalón, 3ra Calle Poniente, Pasaje Stahl, #147
San Salvador, El Salvador.
Nicaragua
Bolonia, del canal 2, 2 cuadras abajo, 30 vrs al sur, #24
Managua, Nicaragua.
Costa Rica
75mts sur de la entrada al Blvd. Los Yoses, #76
San José, Costa Rica.
Panamá
San Francisco, Calle 64 y Las Caracuchas, #12
Panamá, Panamá.
Dominican Republic
Paseo de Los Indios, #49, El Millón
Santo Domingo, Dominican Republic.
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