Brand research assists with the creation, development, and ongoing management and strengthening of brands. Analysis can be carried out to understand the landscape and develop a launch strategy. Brand research can also be conducted after launch to assist in the development of brand assets.
Brand Perception Surveys help you understand how your brand is perceived in the mind of customers, prospects, employees and other stakeholders. They paint a picture of the mental real estate your brand owns and how it is considered against competitive brands. Brand perception studies track how well consumers are accepting the ideas you try to associate with your brand. The ideas they associate with your brand help determine their affinity towards it. There are 4 core human factors that lead to brand affinity: 1. Cognitive – the concepts that a consumer associates with your brand, 2. Emotional – the feelings that a consumer associates with your brand, 3. Language – how a consumer describes your brand, 4. Action – the experiences a consumer has with your brand
Brand development is a continuous process which helps a brand grow in the market. There has be a constant plan to develop a brand further, be contemporary and yet be useful to a customer. Brand development has following 4 phases: Brand strategy- How to take your brand into the market? Branding is more than just creating a logo and slapping it on a website or the side of a van. Brand is about a consumer’s perception of your company. A positive perception means that a customer has a sense of quality, value and trust in your company. A negative perception means the opposite.
The brands we choose reflect how we see ourselves Each day we make thousands of conscious and sub-concussion decisions about the brands we wish to include in our lives. Our choice of which brands we choose to connect-with is often a reflection of how we see ourselves and how we wish the world to see us. Some of these brand associates are more overt than others, but when mapped as a whole they create a sense of personal brand identity. ‘Brand Mapping’ as we call it forms part of the Insights process we use on our commercial projects. Brand mapping helps us to immerse our thinking into the lives of target markets our clients’ brands wish to connect with truly and deeply.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Studying consumer behavior is important because this way marketers can understand what influences consumers’ buying decisions. By understanding how consumers decide on a product they can fill in the gap in the market and identify the products that are needed and the products that are obsolete.
Studying consumer behaviour also helps marketers decide how to present their products in a way that generates maximum impact on consumers. Understanding consumer buying behaviour is the key secret to reaching and engaging your clients, and convert them to purchase from you.
“ Every Single Interaction, the most minute details of the interaction you have with your customer, are an opportunity for you to create something remarkable. Customer Experience is the new marketing battlefront. It takes month to find a customer..seconds to loose one. ”
As with any research, the most robust methodology will include information taken from multiple sources. Some will be easier or cheaper to obtain than others, but investing wisely means you will develop a more detailed picture of the landscape and reduce the possibilities for bias that are inherent in any form of research. The good old fashioned survey is still a great source of consumer views on brands and product categories, and can be useful regardless of what development stage the brand is at.
