The majority of our growth strategy consulting projects involve brand research to gain insight into target audience needs and their brand perceptions. This ensures client recommendations and plans are fact-based, and grounded in customer needs and marketplace realities.
As a top-tier brand strategy firm, we have deep expertise in formulating research plans, methods, and surveys to obtain customer understanding and increase brand loyalty. We are specialists in brand positioning,brand extension,brand awareness, and tracking and other branding research areas.
Here are common brand strategy issues addressed by conducting 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.