Brand
New™
Including BrandWether™,
an early stage warning system alerting you to changes
in customer perception of your brand
Brand New™ is our approach for growing or revitalizing
the value of an established brand – corporate,
line or single product. Most research conducted for
established brands is instigated by some external event,
such as: a new introduction from a competitor or a slump
in revenue or share. At Brand IQ our goal is to put
tools into the hands of the brand manager so that action
can be pro-active and not re-active.
At every stage of a brand, there are three elements
that need to be examined:
•Sources of information from
you and your competitors
•Perceptions in the mind of the consumer
formed by that information
•Purchase behavior in the market
At Brand IQ we work closely with marketing, advertising,
sales, and customer support to link the market communications
and experiences with consumer perceptions and then tie
that to consumer behavior in the market. Understanding
these connections creates more confidence and efficiency
in your marketing plan.
For example, BrandWether™ is one tool we offer
that provides online real time answers to your company,
line or product branding questions. Based on the concept
of bellwether forecasting techniques, our research identifies
a sample of opinion leaders and brings them together
in an online customer panel. Without the wait or expense
of large sample tracking, this group is periodically
surveyed. When shifts in brand perception are noticed,
this group can immediately be accessed for qualitative
assessment. With this ongoing tool in place, our clients
are alerted to when perceptual or behavioral changes
are about to take place and can take action before the
widespread change occurs.
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