Brand Positioning
Understanding perceptions of your company’s brand is essential in today’s competitive market. Tracking how your brand is perceived and the attributes that are associated with it (and its competitors) is critical to maintaining brand strength. Where Research Helps:
- Identifying brand awareness and preference
- Visualizing brand positioning
- Ranking importance of brand attributes in purchase decision-making
- Identifying most appealing messages or images
- Identifying unique target groups for messaging
- Identifying ideal brand and sub-brand names
- Calculating the value of the brand name in relation to other attributes (product components, price etc.)
- Measuring loyalty drivers in relation to brand image
Below are some tools/methods elucidate uses in brand positioning research:
Brand Positioning Map
Brand Map technology provides a three dimensional view of relative ranking on attributes for both one’s own company and competitors. Providing relative strengths and weaknesses on associated attributes for all companies can help clients make strategic branding decisions.
Brand Awareness Importance
Monitoring awareness and leadership on attributes can be very helpful. However, the data can be more meaningful when clients understand how customers rate overall importance of attributes. Anchored MaxDiff is an outstanding methodology for this purpose, where attributes are ranked on a ratio scale. Additionally, a threshold is shown, above which certain attributes reach a level of absolute importance. Clients find that using this data in conjunction with Brand Map / Brand Scorecard results provides them the inputs to make better strategic marketing decisions.
Brand Positioning Scorecards
Brand Scorecards place measured attributes in a dashboard view that includes all competitive rankings. We statistically evaluate relative rankings and color code performances so our clients can easily see their own performance against competitors. This view can be especially useful when an organization is prioritizing which attributes to use for marketing materials. It is also useful for Brand Trackers where previous scores can easily be seen side-by-side to see relative improvement, or compare different countries on the same attribute.
