Brand research is useful to understand target audience needs, assess brand associations and identify brand-driven growth opportunities.
Which research method to use — brand positioning research, brand extension research, brand awareness research or brand tracking research — should be rooted in brand strategy development.
As a top-tier brand strategy firm, we are experts in conducting, and then applying, brand research to strengthen brands and increase brand loyalty.
Here are common brand strategy issues addressed using targeted research, as part of our broader brand consulting services:
Brand strategy research questions
How do customers use products and brands today? What benefits do they seek and how satisfied are they with the brand?
What is the strength of the brand in terms of brand awareness, brand imagery and brand equity?
Which brand strategy concepts (such as brand positioning, brand names, brand identity elements) are the strongest performing? Which are most relevant, differentiated and credible for the brand to adopt?
Does the brand have latitude to extend into new markets and new products? Which are the most compelling brand extension opportunities?
A broad spectrum of analytical, brand equity research tools – primary and secondary research, qualitative and quantitative methods, and our own proprietary frameworks – are used to uncover deep customer insight. Here are some common methods:
Exploratory research, including focus groups, one-on-one interviews, observational and ethnographic research. Included in this are techniques used for customer persona, customer journey and touchpoints alignment development
Concept optimization research, which is instrumental in developing value proposition and positioning alternatives
Segmentation research, including customer framework development based on statistical analyses
Brand tracking studies, including top of mind brand awareness, brand image and brand equity measurement
When evaluating brand research companies, consider that EquiBrand offers brand positioning, brand architecture and brand extension services. We are a full-service brand research agency and can assist with the creation, development, and strengthening of brands.