Brand Research, the Meaningful Way
Most brand research firms only conduct the usual usage and attitude studies (U&A Study), which simply scratch the surface of what you need to develop meaningful rebranding. The results of those studies give you a general view of what your marketplace looks like: Who is using your product, the frequency of that use and what they like or dislike about your product.
Measuring those is important, but the meanings underneath provide the underpinnings for meaningful brand building and brand strategy to steal market share. Taking it one step further and asking “Why?” to those findings leads our clients to a more persuasive brand positioning.
If, for example, the U&A study reveals that customers like the ease of use of your product, that should lead to more questions and more meaningful ones. The question is why is “ease of use” important? And is it a switching trigger? It’s not enough to know that customers like your ease of use.
Even more critically, you must understand what is it about the target audience that makes, for example, ease of use important. Is it that they believe “simple is better” or is it something else? Those elements, called precepts or brand belief systems, are what your brand must be aligned with in order to create brand preference and increase your market share.
Marketing Research in Context
In addition, your brand research cannot exist in a vacuum. It must be developed with your competitors in mind, which means finding those uncomfortable truths (strengths in both brand and otherwise) about them but also finding strategic and tactical opportunities.
Therefore, in addition to the usual U&A research, your Rebranding research must dig into precepts, switching triggers and competitive analysis in order to uncover a brand position and strategies that resonate strongest with your target audiences.
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