Brand research

Brand awareness - image analysis - employer branding

Brand research is a sub-discipline of marketing research that considers brands as scientific objects. Across all industry sectors, brands place great faith in the effect of their brand. Over years and decades, specially appointed brand managers carefully and deliberately construct this effect until it frequently comes to represent a significant part of the company's value, an asset in its own right. Effective brand management is becoming increasingly important, as the consumer's purchase decision no longer depends solely on the price of a product, but also on the qualities he or she associates with a brand and the memories and emotions a product evokes. The brand effect can have a significant influence on a purchase decision. Purchase decisions are often not purely rational and based on clear facts, but to a certain extent unconscious and emotional.


Brand awareness

Brand recall - brand recognition

Regardless of a brand's effect, when deciding which product to purchase consumers tend to favour brands they are already familiar with. This is particularly true in situations where the buyer has no prior experience of a product category, and therefore uses the brand as a benchmark for product quality. The intention is to reduce the risk of making a bad purchase. However, brand awareness is also a basic requirement to allow a consumer to link an image and positive associations with a brand in the first place. Due to a lack of general awareness, this will be impossible for an unknown brand.


Image analysis

Corporate image/reputation analysis

Image describes consumers' general impression or feeling about a company or brand. In many respects, image falls into a subjective category. It takes place mainly on an emotional level and reflects positive and negative associations, experiences and emotions. Information from other people, or their perceptions, can also significantly influence our general impression. Image is often not simply a question of whether something is objectively correct or desirable. In all cases, the image of a company or brand very clearly influences and steers purchase behaviour.

This explains the efforts made by companies in their product, communication and brand policies to convey a specific image for their products and brand. While some companies portray themselves as traditional family businesses, others prefer to be seen as innovative and forward-looking brands. A corporate image must be managed and influenced very specifically to achieve the desired objectives.


Employer branding

How attractive are you as an employer?

Employer branding can be viewed as a component of the brand strategy. Beyond its role as a manufacturer or service provider, the company is aiming to construct a certain "internal" brand image as an employer. This is therefore a strategic approach that uses similar concepts to the "external" brand policy.

In general, the main aim of employer branding is to portray the company as an attractive employer and create a competitive advantage in the labour market. The result is the "employer brand", i.e. the image as an employer that the company strives to create and promote in the labour market. A successful strategy should increase the effectiveness of the company's recruitment and also improve the quality of applicants in the long term. Additionally, the long-term objective is to promote a greater sense of identification and an emotional connection among employees, to encourage them to stay with the company for longer.


Customer list

more references »