Brand research to evaluate and guide your branding strategy and build brand equity.
We implement brand research studies for executives, brand managers, and advertising and branding agencies. We use both standard and custom tailored brand equity survey measurements.
Brand equity research studies that we design and implement vary depending upon your company, branding agency, or corporate
brand strategy and the branding decisions that are driving the need for research.
Here are examples of differing goals companies may have for brand research:
Track the components of brand equity as compared to
benchmark and competitive brands.
Explore decision options available relating to branding by assessing the
depth of brand equity strength of the current corporate or product
brands. A brand name or product line naming change, for example, may
provide an opportunity.
Assess brand equity power in terms of product or business line
extensions using an existing brand or a brand naming variation of the
Brand Equity Research Methods
Brand equity market research methodology is straight-forward and our portfolio
of marketing research tools and methods provide the needed range of
measurements. As for any study, a brand equity study research
methodology is driven by management and research objectives. While most brand
equity research studies are viewed as quantitative
market research tasks, we may recommend qualitative
research if the goals include an exploratory research assessment or
evaluation of brand
Full brand equity research studies often begin with
Brand Base research, followed by Brand
Qualitative research and targeted quantitative
Brand Equity Screening Survey studies.
If the objectives are primarily for brand equity tracking, then we may proceed
directly with a quantitative research design and execution.
We build our brand equity research methodology from the following core
- Brand Base Research
Here we gauge the brand equity landscape evaluating existing available research.
Our review includes existing brand architecture of both client and competitive brands.
We conduct far reaching interviews with client management, field
sales, product development and customer service staff. We talk to
sales people in the channel about their own preferences and their
perception of customers. We cap Brand Base Research with an
initial round of qualitative depth interviews among a small sample of
client product customers and those loyal to competitor brands.
We employ a unique qualitative methods in
brand equity research studies involving the exploration of branding
typical starting point is a small sample round of depth interviews.
In the beginning stages of brand equity development, this method can be far more
useful than focus groups which may come later. Here, we use a
non-directive design and style, combined with projective interviewing
techniques to uncover buyer motivations and brand perceptions. We do
not bombard respondents with a laundry list of questions, but rather, let
them talk freely in a wide ranging manner about their brand experience
with client brands and competitive brands. We may continue the
qualitative exploration with a larger sample using an online
qualitative time-extended method which combines both qualitative and
quantitative assessments. If certain conditions exist, we may
add focus group discussions to the
qualitative market research work.
Here we precisely measure with custom and tracking studies the components of brand equity:
Brand Image Associations
Differentiating Strength (Perceived Difference) between competing
Brand loyalty and switching likelihood
Brand name latitude -- the extendibility of the brand in current
and proposed product categories.