Branding Solutions
The brand: The most important tool in the marketing manager’s hands. The promise to the consumer.
Brand Opportunity Study
It is clear that the brand grows with the number of consumers reached. The wider the deployment in the marketplace (awareness, consideration, trial, adoption, preference, etc.) the higher the brand value. However, this is not the only dimension in the brand development path. Meaning can be explained in terms of relevant associations making the brand more vital in the consumer mind. We define Brand Vitality as the number of associations with relevant drivers in the consumer mind.
Our Brand Opportunity Study provides an assessment of both: Deployment and Vitality for the key brands in the market. We identify the drivers of the market and we measure their influence on brand preference via mathematical modelling. Then we determine the positioning of each key brand. Equipped with this knowledge, we accompany you in the strategy development path to market success.
Brand Vitality: Number of relevant associations in the consumer mind.
Segmentation is Focus for success.
Segmentation Study
Positioning is not all what it takes to successful branding. Focusing on the right consumer segment is key for market success.
Our Segmentation Study discovers the market structure into homogeneous consumer segments with different habits and preferences, and helps you identify the most profitable segment for your brand. We measure the digital habits of the target consumers, by means of special software in their computers recording the websites they visit, their behaviour there, their social networks, search keywords, etc. This information is useful to develop the right marketing strategy to seize the target segment. Need Gap Analysis lets you identify the most relevant benefits for the consumer in each segment, and assess the competitive position and strategic paths available to your brand.
