Marketing research is critical to the success of brand management. Without customer and competitor information/insight, it is almost impossible to position a brand advantageously and to manage it effectively over time. Research supports the following steps in the brand management process:
• Brand positioning (can gain customer insight through qualitative and quantitative research, focusing on benefits that are unique, compelling and believable)
• Brand identity development (can test different brand identity options for recognition, recall, and reinforcement of the brand position and other important associations)
• Brand advertising (can test copy, reactions to different campaign concepts and changes in attitudes and behaviors after having seen the advertising)
• Brand equity measurement (can measure numerous dimensions of a brand’s equity to identify areas for improvement)
• Brand extension (can identify the new product and service categories that would have the best fit with the brand and the highest probability of success)
• Global branding (can identify the potential for and the best ways to achieve success for the brand in each world market)
A brand is one of an organization’s most valuable assets. It often accounts for between 50% and 70% of an organization’s total financial value. As Peter Drucker said, “You can’t manage what you don’t measure.� In branding, it is important to gain deep customer insight and to balance creativity and intuition with hard data and analysis to achieve the best results. Marketing research is an important source of analytical data and customer insight.
Sponsored By: Brand Aid
• Brand positioning (can gain customer insight through qualitative and quantitative research, focusing on benefits that are unique, compelling and believable)
• Brand identity development (can test different brand identity options for recognition, recall, and reinforcement of the brand position and other important associations)
• Brand advertising (can test copy, reactions to different campaign concepts and changes in attitudes and behaviors after having seen the advertising)
• Brand equity measurement (can measure numerous dimensions of a brand’s equity to identify areas for improvement)
• Brand extension (can identify the new product and service categories that would have the best fit with the brand and the highest probability of success)
• Global branding (can identify the potential for and the best ways to achieve success for the brand in each world market)
A brand is one of an organization’s most valuable assets. It often accounts for between 50% and 70% of an organization’s total financial value. As Peter Drucker said, “You can’t manage what you don’t measure.� In branding, it is important to gain deep customer insight and to balance creativity and intuition with hard data and analysis to achieve the best results. Marketing research is an important source of analytical data and customer insight.
Sponsored By: Brand Aid
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