Brand Image

Description

Brand Image research is aimed at analyzing the relationship the consumer has with the brand: how he perceives it within the competitive universe and what its strengths and weaknesses are compared with the competition.

The consumer’s relationship with the brand covers two extensive spheres: perception of the use of the product/service; and the brand image created through television, print media, online advertising...

Normally this methodology will first entail an exploratory qualitative component to capture the consumer’s perception of this brand in these two overall spheres. This is followed by a quantitative element to identify the weight of these perceptions in the brand’s universe of actual and potential clients.

This type of research may be replicated periodically or when the company changes an important aspect of its positioning or communication.

Research Objectives

• To understand how the brand is perceived by consumers
• To identify the space the brand occupies in a determined segment and what differentiates it from the competitors’ proposals
• To define the brand’s main strengths and weaknesses in comparison with its competitors

Measures tested

• Brand Awareness
• Likes and dislikes
• Trial and Repeat
• Loyalty and Retention
• Penetration
• Purchase intention
• Emotional and Functional Benefits
• Brand Image
• Brand Personality
• Uniqueness

Data Collection

Focus Groups; Personal Interviews in the Home or at a Central Location; Telephone Interviews

Stimuli

Brand conceptual proposal; slogan; logotype; and communication material - point of sale material, TV, print and online advertising media.

Minimum Recommended Sample

4 Focus Groups; 300 Personal Interviews per wave in the case of tracking studies.

Duration

5 to 6 weeks