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.
To measure the success and effectiveness of your brand management, the study considers aspects such as the way the brand is perceived in different situations and contexts, and its significance and function for consumers. The associations triggered by the brand and its symbols, as well as the image linked to the brand, are additional factors. Brand research considers precisely these issues. We provide meaningful information to help you manage your company's brand precisely and successfully. Your brand strategy must pass the test in a reality subject to rapid change. Forward-looking research is the only way to identify current trends with the potential to affect your brand tomorrow.
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.
When measuring brand awareness, we make a distinction between active, unsupported brand recall and passive, supported brand recognition. For example, survey participants are asked to name all the brands that come to mind in a specific product category. In general, the brands named actively and without further support are those that are the strongest and most dominant in their category. In the case of supported recall, the participant is given a list of brands and asked to select those that he or she has already heard of. The weaker and less significant brands are then selected as well. In addition to pure (unsupported or supported) awareness of a brand, the extent of the consumer's knowledge of a company's brand and products is also a factor. On its own, awareness is not necessarily sufficient for market success.
We can help you determine awareness of your brand among different current and prospective target groups. Additional variables can be incorporated to identify the best places to reach your target groups with advertising and the most appropriate method for the communication. Our analyses therefore provide some starting points for influencing and improving awareness of your brand.
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.
Our image analysis offers useful assistance. It provides a more structured overview of all the aspects that make up your corporate image. We can tell you how your brand is being "received" by the target group, the different components of your image and their development, as well as any areas for potential differentiation from your competitors. This process of taking stock provides the foundations for the formulation of improvement strategies. Repeating these measurements creates a documented record of the evolution and effectiveness of your image policy over time. Find out how to turn a traditional company into an innovative brand. Or vice versa.
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.
In the same way as with the external brand policy, a structured examination of objectives is an important exercise in employer branding: Is the desired image being conveyed to current and potential employees? It this image realistic and credible? What other factors are influencing perception of the company as an employer?
It is important to consider measurements in two areas. Firstly, among your current workforce (employee survey) and, secondly, in the actual labour market, among potential applicants. Each of these perspectives is essential to obtain a complete picture. We can identify your current image as an employer and show to what extent this reflects your brand image. On the basis of the data gathered, we formulate proposals for corrective actions and check the actual effectiveness of your activities.