Market Research Success Stories:
Positioning and Branding Research -- Creative Brand Name Development

A European based petroleum company wished to build its corporate image in the U.S. prior to its acquisition of an American company. Our role was to evaluate a national corporate broadcast advertising campaign focused on creating, and reinforcing the brand image of the corporation.

We executed a nationwide advertising research study using a market research random sample phone survey among the affluent target audience. It identified and profiled brand image strengths and weaknesses, and pinpointed image clusters which, if improved, would have the greatest impact on favorable corporate image and brand preference.

RESULTS
This advertising strategy analysis served as a basis for the decision regarding the continuation of the national campaign. The key facts driving the decision were those related to advertising campaign impacts on corporate image in the target audience.