Brand Equity & Positioning Research

Approaches

• Funnel Analysis

  While modern purchase journeys are not linear, it is helpful to know whether your challenge is building awareness, salience, familiarity, trial or loyalty so marketing can focus on the right goal.

• Brand Architecture

  Identify the minimum number and type of brands you need to serve the market and its varied audiences.

• Brand Extendibility

  Understand how equities flow between your master brand and its sub-brands and assess which perceptions give you permission to expand into what new categories that may not be an obvious fit.

• Brand Positioning Surveys

  Identify what perceptions set your brand apart from competitors among a representative sample of consumers. Determine how important, differentiating, and defensible each brand’s strengths are and identify white space you might capture.

• Relevant Clarity

  Identify which important perceptions your brand (and competitors) uniquely own so you can play to your strengths; see if there is worthwhile white space you could easily capture in the minds of consumers.

• Online Anthropology

  Deeply analyze organic online conversations about you and your competitors to not just measure buzz but to understand what more engaged consumers think your strengths, weaknesses and use cases are.

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• Brand Navigator

  Harness thousands of always-on brand and competitor data points to gain real-time visibility into how brands are performing and positioned across paid, earned and owned channels.

• Brand Health Tracking

  Monitor the health and equities of your brand and its competitors to assess the effectiveness of your marketing and spot emerging threats.