--- title: "Case Study: A New Marketing Strategy Based On Data (How We Helped Champion)" description: A case study detailing how we used brand research to help a pioneering brand re-evaluate their position and create a new marketing strategy. image: https://info.brandhealth.com.au/hubfs/istockphoto-1493545728-612x612.jpg --- **[![logo](https://info.brandhealth.com.au/hubfs/Imported%20images/Layer_1%20(1).png%3Fwidth=390%26height=50%26name=Layer_1%20(1).png)](https://brandhealth.com.au/)** - [Solutions](https://brandhealth.com.au/brand-research-solutions/) - [Pricing](https://brandhealth.com.au/brand-research-pricing/) - [Resources](https://info.brandhealth.com.au/) - [Contact](https://brandhealth.com.au/contact-brand-research-experts/) - [Login](https://app.brandhealth.com.au/user/login/) ![arrow-right](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/arrow-curve-right.svg) [Book A Free Consultation](https://brandhealth.com.au/free-consultation/) # Case Study: A New Marketing Strategy Based On Data (How We Helped Champion) ** 1 min Share - [**](http://www.linkedin.com/shareArticle?mini=true&url=https://info.brandhealth.com.au/blog/case-study-retail) - [**](https://www.facebook.com/sharer.php?u=https://info.brandhealth.com.au/blog/case-study-retail) ## Flying Blind - A Lack Of Data To Develop Strategies ![research questions](https://brandhealth.com.au/wp-content/uploads/2022/03/research_questions.png) An internationally known company, Champion had experienced long term success selling comfortable, durable sportswear. However many new brands had entered the market in recent years and whilst it was apparent they were losing ground, the reasons were unclear.   When their marketing managing came to Brand Health, they had plenty of assumptions about their brand and the market, but no data to back this up. It was clear they needed research to better understand the market and to help guide their decision making and marketing strategy.   ![research-questions](https://info.brandhealth.com.au/hs-fs/hubfs/Imported_Blog_Media/research_questions-300x211-1.png?width=300&height=211&name=research_questions-300x211-1.png) ## Champion Sought Out Brand Research Experts ![data-analysis](https://brandhealth.com.au/wp-content/uploads/2022/03/data_analysis-300x210.png) We got to work investigating their assumptions by applying our brand research framework that analysed their core market metrics, as well as conducting a deep dive on the competitive landscape.   By speaking to a representative sample of consumers in their target market, as well as some of their own customers, we were able to uncover exactly how their brand was positioned in the sportswear industry. The research was able to show which areas of their marketing strategy had been successful, but more importantly where key issues lay that needed immediate resolution.   ## Key Findings ![brand winners](https://brandhealth.com.au/wp-content/uploads/2022/03/brand_winners-300x171.png)   As an example, we determined that for Champion, there was no fundamental problem in the brands’ DNA. There was, however, a shortfall in awareness: less than 50% of the market knew that it existed, and only 8% could recall having ever seen or heard their advertising.   We also helped them discover key differentiators from their key competitors, and identified a great opportunity to fine tune their positioning to focus more on their customers’ needs.   Share - [**](http://www.linkedin.com/shareArticle?mini=true&url=https://info.brandhealth.com.au/blog/case-study-retail) - [**](https://www.facebook.com/sharer.php?u=https://info.brandhealth.com.au/blog/case-study-retail) # Let us be your guide Discover how Brand Health can help you unlock insights to drive your brand's growth! [Get Started](https://brandhealth.com.au/free-consultation) ## Related posts #### [Defensive Visibility: Reading the Budget Through Brand Metrics](https://info.brandhealth.com.au/blog/defensive-visibility-reading-the-budget-through-brand-metrics) The federal budget reshapes consumer demand within weeks. 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[Read More »](https://info.brandhealth.com.au/blog/forecasting-vs-reality-the-planning-trade-off-most-marketing-teams-ignore) #### [Audience-Driven Brand Reinvention: How Insight-Fuelled Positioning Sparks Success](https://info.brandhealth.com.au/blog/audience-driven-brand-reinvention-how-insight-fuelled-positioning-sparks-success) When a luxury automaker’s CEO nonchalantly admitted he was fine with losing 85% of existing customers in pursuit of an edgy new image,false [Read More »](https://info.brandhealth.com.au/blog/audience-driven-brand-reinvention-how-insight-fuelled-positioning-sparks-success) #### [Brand Resilience in Uncertain Times: Navigating Trump's Tariffs](https://info.brandhealth.com.au/blog/brand-resilience-in-uncertain-times-navigating-trumps-tariffs-and-protecting-australian-consumer-confidence) In early April 2025, President Donald Trump announced significant tariffs impacting imports from several countries, includingfalse [Read More »](https://info.brandhealth.com.au/blog/brand-resilience-in-uncertain-times-navigating-trumps-tariffs-and-protecting-australian-consumer-confidence) #### [Transforming Brands with Data: A Blueprint for Competitive Edge](https://info.brandhealth.com.au/blog/transforming-brands-with-data-a-blueprint-for-competitive-edge) In today’s rapidly evolving market landscape, the ability to make informed, data-driven decisions has become not just anfalse [Read More »](https://info.brandhealth.com.au/blog/transforming-brands-with-data-a-blueprint-for-competitive-edge) #### [Elevating Client Outcomes: How Brand Research and Tracking Can Supercharge Your Marketing Services](https://info.brandhealth.com.au/blog/elevating-client-outcomes-how-brand-research-and-tracking-can-supercharge-your-marketing-services) In an increasingly competitive marketplace, delivering standout results for clients has never been more criticalfalse [Read More »](https://info.brandhealth.com.au/blog/elevating-client-outcomes-how-brand-research-and-tracking-can-supercharge-your-marketing-services) #### [Switching Is Now Normal: What 2026's Consumer Data Means for Brands](https://info.brandhealth.com.au/blog/switching-is-now-normal-what-2026s-consumer-data-means-for-brands) Fifty-seven per cent of Australians switched at least one provider in the past year. Not considered it, not compared plans in a [Read More »](https://info.brandhealth.com.au/blog/switching-is-now-normal-what-2026s-consumer-data-means-for-brands) #### [Custom Brand Tracking vs Syndicated Dashboards: Which Fits When](https://info.brandhealth.com.au/blog/custom-brand-tracking-vs-syndicated-dashboards-which-fits-when) At some point, most Australian marketing teams that get serious about brand measurement face the same fork: a syndicated tracking [Read More »](https://info.brandhealth.com.au/blog/custom-brand-tracking-vs-syndicated-dashboards-which-fits-when) #### [How to Set Brand KPIs for 2027: What to Measure Before Plans Lock](https://info.brandhealth.com.au/blog/how-to-set-brand-kpis-for-2027-what-to-measure-before-plans-lock) Between now and November, most Australian marketing teams will lock their 2027 plans. Budgets will be argued, channel splits decided, [Read More »](https://info.brandhealth.com.au/blog/how-to-set-brand-kpis-for-2027-what-to-measure-before-plans-lock) #### [When Everyone Knows You and Nobody Buys: Fiat's Australian Retreat](https://info.brandhealth.com.au/blog/when-everyone-knows-you-and-nobody-buys-fiats-australian-retreat) In June, Ferrari sold 16 new cars in Australia. Lamborghini sold 18. Fiat, a brand every Australian can name and most can picture down [Read More »](https://info.brandhealth.com.au/blog/when-everyone-knows-you-and-nobody-buys-fiats-australian-retreat) **[![logo](https://info.brandhealth.com.au/hubfs/Brand-health-white-logo.png)](https://brandhealth.com.au/)** **/ about** - ![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Expert-led brand research and tracking solutions that deliver actionable insights and measurable results for marketing leaders. **/ Solutions** - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Brand Tracking](https://brandhealth.com.au/brand-research-solutions/) - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Market Research](https://brandhealth.com.au/brand-research-solutions/) - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Competitor Analysis](https://brandhealth.com.au/brand-research-solutions/) **/ Resources** - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Case Studies](https://info.brandhealth.com.au/blog) - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Blog](https://info.brandhealth.com.au/blog) - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Guides](https://info.brandhealth.com.au/blog) **/ Reach us** - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Phone : 1800 716 752](tel:1800%20716%20752) - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Email : hello@brandhealth.com.au](mailto:hello@brandhealth.com.au) - [![arrow-icon](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/chevron.svg) Address : 443 King Street West Melbourne, VIC](https://www.google.com/maps/place/Brand+Health/@-37.809798,144.952257,10z/data=!4m6!3m5!1s0x6ad65d3a15995439:0xbf29aec8db09d19d!8m2!3d-37.8097977!4d144.9522571!16s%2Fg%2F11rsq_dq6d?hl=en-US&entry=ttu&g_ep=EgoyMDI1MDMxOC4wIKXMDSoASAFQAw%3D%3D) **/ Follow us** - - ![health-wave-image](https://info.brandhealth.com.au/hubfs/raw_assets/public/Brand_Health_April2024%20Theme/images/track.png) Smarter Brand Decisions .. ❝backed❞ by data Brand Health Australia Make Smarter Brand Decisions with Data-Driven Insights from "Brand Health" - Australia. {{ footer\_js() }} {{ js\_integration\_body\_end() }} / Subscribe ### The Brand Health briefing One email a month on brand growth, risk and competitive movement, written for senior marketers. 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