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 MARKET LEADERSHIP MATRIX:

Brand Leadership Matrix – this idea was formulated on a basis of BCG Matrix – the econometric tool developed in 70’s of XX century in order to analyse the corporate investment strategy. As BSG Matrix, the Brand Leadership Matrix distinguish brand for 4 correlated categories:

Category named: “The Underdog”

Category drivers:

  • Rather low market share and decreasing market growth position;
  • Usually competes using price, promotions, sale, or other functional drivers;
  • Relatively low profiled, rather low ROI factors;
  • Rather low customers loyalty drivers;
  • Easy to replace by e.g. private labels;

Most useful category measurements to analyse:

  • Awareness as the only useful driver;
  • Loyalty and referral factors are not even on clients’ radar;

Typical and sample recommendations for this brand category:

  • Consider exit the market;
  • Consider postpone any further activities connected with branding and focus on other purchase drivers if there is any perspective they will bring expected improvement;

Category named: “ The Challenger”

Category drivers:

  • Rather low market share but positive perspective for market growth;
  • Usually at the early stage a niche brand with aspirations and ambitious to be wider recognisable;
  • By defined primary strategy the main goal is to comprise the needs of niche market segment;
  • Large innovative potential of brand;
  • Put large attention to “word of mouth” communication channels;

Most useful category measurements to analyse:

  • Loyalty, preference, esteem and referral but against the most competitive brands to exercised brand (segment/niche/market share etc);
  • Awareness, consideration and attitude focused on possibilities and chances for improvement (in addition to entire market segment in total);

Typical and sample recommendations for this brand category:

  • Drivers of choice to stay and improve and explore the niche segment or to challenge and prospect to brand leadership category;

Category named: “The Brand Leader”

Category drivers:

  • High market share and positive market growth;
  • Dominates the perception among respondents;
  • Some minor errors referred to branding process itself could be forgiven due to high brand reputation;

Most useful category measurements to analyse:

  • Drivers for brand range extensions into other market sectors;
  • Drivers of preference, esteem, loyalty and referrals in addition to keeping strong and wealth market position;
  • Driver for branding in order to increase market share (in case where even leading brand has its own small range/market share);

Typical and sample recommendations for this brand category:

  • Any kind of defensive strategy and approach;
  • Keeping positive equity in its category;
  • Extension strategy for other categories – but be careful as you need to keep the leadership position constantly in the area you have it (also remember to keep the brand consistent in addition to new product category, new marketing channels);

Category named: “The Ex-Leader”

Category drivers:

  • Relatively high market share but decreasing share growth;
  • Still might have positive equity demonstrated to recent customers and followers, but not sufficient enough to convince the new ones;
  • Lost somewhere and somehow its innovation and creativity power;
  • Still has a chance for resurrection;

Most useful category measurements to analyse:

  • Put the efforts of measuring the loyalty and esteem against the existing customers base;
  • Put the efforts to analyse the indicators of retention and power against total market segment – this should be useful for any New Product Development research programmes;

Typical and sample recommendations for this brand category:

  • The further strategy might be focused on coming back onto the position of Brand Leader, or;
  • The further brand strategy might be focused on “squashing” all positive aspects from current situation, than consider exit this market segment;

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