Brands are like people – they have their own personality that is a mixture of different elements. In order to know and understand brand essence and then manage the brand successfully one needs to look into its elements.
Brand is the most valuable asset which a company has. Therefore the key factor leading to a company’s success is knowing how the brand is perceived and evaluated by its customers on the market. Do they like it? Do they trust it? How is its quality perceived? Or maybe they feel the brand is not relevant for them? How to change that?
For these and many other questions we’ll find answers during research process dealing with brand image and positioning. We’ll give you hints on how to wisely develop your brand in order to further build its value and grow a satisfied customer base.
Exemplary scope of work that we cover:
- Brand perception which consists of brand presence, brand personality, brand culture, brand user image, brand self-image and relationship with the brand
- Positioning and brand development strategy
- BRAND REVIVAL – ‘old’ brands’ capital reconstruction – deep brand diagnosis and set up of strategic revitalization program for the brand
- xemplary methods and research tools for this field: U&A, top of mind, spontaneous and aided brand awareness, NPS (Net Promoter Score), brand perception maps, standardized image, semantic differential, segmentation studies (competitive environment), penalty analysis, conjoint, brand archetype, brand key, persons, triggers and brand differentiators, USP (Unique Selling Proposition) and PoD (Point of Difference).