Brand Research
Research enables brands to be smart.
Without a clear understanding of the current market conditions, the competitive landscape, and the target audience, most brand marketing programs don't have a chance. Research will drive the strategic process, which means that to make smart decisions it's important to do some homework. Our brand research services include:
Brand Diagnostics
Brand Audits
Brandscape Analysis
External Research
Internal Research
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Some brands do a good job of monitoring their performance, but many do not. Our brand diagnostic research tool helps clients get a clear picture of their brand impact, and the steps necessary to improve the brand's standing.
We collect, analyze, and evaluate the brand assets and existing collateral to see how well the current brand identity and position is being communicated and identify gaps or areas for improvement.
We identify the competitive set and collect as many examples of their brand touch points as possible to evaluate for strengths, differentiators and weaknesses. Where appropriate, we examine and share best practices from the industry segment and/or similar segments.
Being able to build a profile of the audience segments the brand seeks to influence is crucial. Understanding their perceptions, needs and expectations is an important driver in developing a strategic direction. Qualitative and/or quantitative research with customers, partners, investors and other key influences provides us with this critical insight.
Having a clear sense of how internal audiences feel about the brand can be vital if the strategy is to be accepted by the company’s employees. We conduct interviews with management, select employees and sales force to gather this important viewpoint.
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