Setting up desirable brand values, image and communication ranks among the most fundamental and important marketing tasks. The most common research studies include regular monitoring of key brand parametres at various stages of the brand´s life cycle, monitoring of communication as well as communication pre-tests.
What questions shall be answered?
- What image attributes are the most frequently associated with your brand?
- Overall what brand is the most modern, most economical etc….?
- What brands are the most/least appealing?
- How does your market position change with time? What competitors are your greatest threat?
- Have people noticed your advertisement? Do they like it? How much do they recall it?
- Are they considering the product (service) purchase having seen the advertisement?
- What is the perception of an upcoming TV/radio commercial, leaflet, billboard etc.? What do people dis/like about them?
- Which of the tested concepts has the best brand fit?