Brand market research audit components:

BRAND INVENTORY:

This part of market research programme aims to gather which elements of the brand your target audience pointed out.

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BRAND EXPLORATORY:

This part of a programme is to understand what consumers think and feel about the brand and its corresponding product category to identify sources of brand equity.

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BRAND MATRIX:

The entire brand positioning strategy might be based on the carefully prepared recommendations. To make it perfectly clear we are able to prepare shortened picture and recommendations based on:

Brand leadership matrix – this is a concise document formatted similarly to BCG Matrix.

Full scope of brand mapping – this is the extended document where you could find clear and extend picture and recommendations of any element of your brand in one or many Eastern European countries including the correlations and variables between the brand equity in particular countries.

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BRAND EXPLORATORY PROGRAMME:

This part of a market research programme is to understand what consumers think and feel about the brand and its corresponding product category to identify sources of brand equity. Thus, the second step of the brand audit is to provide detailed information as to what consumers think of the brand by means of the brand exploratory, particularly in terms of brand awareness and the strength, favourability, and uniqueness of brand associations.

The main features:

We will enable you some exploration through the relationship that customers have with your product or brand, with strong emphasis on revealing the true underlying emotional attachment.

Thus should be done to all significant elements envisaged from brand inventory assessment part using both qualitative and quantitative research techniques.

This specific approach should be focused on delivering appropriate knowledge structure referred to all associations with your brand. The basic framework of this assessment should include:

  • The awareness of the brand inventory elements;
  • The favourability of specific brand inventory elements;
  • The specific drivers and criteria of brand inventory elementary choices

You should draw a significant attention to the specific assessment criteria each of the brand elements should meet:

Evaluation of brand against key attributes to determine the degree to which it is living up to the brand promise. For this purpose we would use mainly qualitative questioning and projective techniques in order to to identity the brand’s emotional connections:

  • Brand association
  • Brand personalization
  • Brand permission

As this approach would be measured using mainly qualitative and projective (stimulus) techniques, the outcomes of this part might be based on the following comparativeness or uniqueness elements:

Change in time and value of branding elements:

  • Keeping brand inventory elements on hold and asking about choice if there will be a change in any other marketing/sales element
  • Keeping marketing/sales elements on hold and asking about brand inventory elements

Very useful for this assessment task will be any visuals (concepts) provided by your creative team.

Feel free to contact us as market research agency for RFQ or further details of this market research programme