Brand positioning
- Investigates brand's place in the mind and heart of the consumer and it's Unique Selling Proposition
Brand awareness
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A brand awareness study assesses the following aspects:
- Quantifies the degree to which a consumer recognizes a brand
- Maps the brand's position in the mind of consumers
- Draws the brand's image in the mind of the consumers
- Establishes the consumers' trust in a brand
Brand equity
Analysis the value of a brand for its mother-company. A good brand equity means that the consumers are willing to pay more for that particular brand, detrimental to a competitor's brand
A brand equity study examines the following aspects:
- brand awareness: identifying the popularity of the brand through different methods (spontaneous and assisted awareness)
- brand association: brand correlations with various aspects (determining the associations customers make for a brand, but also for competing brands)
- evaluating the level of loyalty to the brand
- determining the degree of trust of respondents towards the reference brand, but also towards those of the competitors
- identifying the main criteria based on which a brand is chosen
- identifying preferred communication channels
Brand tracking
It measures the "health" of the brand from the usage point of view and from what a consumer thinks about a brand
Analyzed KPIs should take into consideration the brand's objectives and the competition
- Usage and Attitudes
- Consumer emotional attachment to the brand
- Net Promoter Score - probability to recommend the brand to family and friends
- Consumers perception on the reference brand and on the competitors brands by investigating certain attributes
- Identifying brand's strengths and also aspects which need improvement
- Identify shopping and consumption behavior for the brand
- Determining buying intention
- Assess pricing strategy
