Image & positioning
Build a brand position that cannot be ignored with brand image and positioning research.
Brand image and positioning research connects consumers’ perceptions of your brand with the position you want to occupy. We reveal which associations your brand evokes, how it compares with competitors and where opportunities exist to strengthen its position. This shows which brand associations to build and which positioning should guide your next decisions.
Who is
this for?
Your brand is perceived differently from how you want it to be.
You want to understand how consumers genuinely perceive your brand and where this differs from the image you want to create.
Your positioning needs greater focus.
Your brand, market or target audience is evolving. You want to clarify what your brand stands for and how it can remain relevant.
You are looking for a position your brand can claim.
You want to identify opportunities to position your brand distinctively in a way that is relevant to your target audience and credible for your brand.
Strong positioning begins with understanding where you stand today. Brand image research reveals how consumers perceive your brand, which associations they have with it and how your brand compares with competitors.
From there, we look ahead. We bring together insights about your target audience, category and competitors to identify opportunities for your brand. This allows us to develop a position that is not only distinctive, but also relevant to your target audience and credible for your brand.
Discover which associations and emotions your brand evokes and how consumers genuinely perceive it. We map how this varies between target audiences and how your brand compares with competitors. This gives you a clear view of where your brand stands today and where current perceptions differ from the image you want to convey.
A strong position emerges where the needs of your target audience, opportunities within the category and the strengths of your brand come together. We explore which directions are both relevant and promising, and where there is still room to position your brand more strongly.
Not every opportunity fits your brand. That is why we assess the possible directions against one another and identify the position that best aligns with what your brand can deliver. This leads to a clear decision that guides your brand, marketing and communications.
Benefits of brand image
and positioning research.
Look beyond what
consumers say.
A brand exists not only in what people consciously say about it. That is why we combine different perspectives to understand what is happening beneath the surface.
Conscious
associations.
Discover which attributes, images and feelings consumers consciously associate with your brand.
Implicit
associations.
An Implicit Association Test (IAT) reveals which associations are activated automatically and how strong those connections are.
Different
perspectives.
Compare customers with non-customers, for example, and identify where their perceptions of your brand align or diverge.
The full competitive
landscape.
See how your brand compares with competitors and which associations are already strongly owned within the category.
what our approach
delivers.
A comprehensive view of your brand.
You understand how your brand is perceived, both consciously and unconsciously, and what shapes those perceptions.
A clear view of the space available to your brand.
You identify opportunities to differentiate your brand and position it more strongly.
A positioning that fits.
You choose a direction that is relevant to your target audience, distinctive within the category and credible for your brand.
Guidance for what comes next.
You have a clear foundation for decisions about your brand, marketing and communications.
Our service.
Implicit Association Test (IAT): We measure how quickly and strongly consumers connect your brand with specific memories and associations. This reveals which associations come to mind automatically and how firmly they are linked to your brand.
Related solutions.
Category Entry Points.
Discover when consumers think about your category and how strongly your brand is associated with those moments.
strategy
Distinctive Brand Assets (DBAs).
Measure which brand elements are immediately associated with your brand and which need strengthening.
strategy
Usage & Attitude studies.
Understand how and why consumers use, experience and evaluate your category.
strategy
Segmentation.
Identify which target audiences are genuinely different and how to reach them more effectively.
strategy
In practice.
Independer
How strong is
your brand position?
Discover how consumers perceive your brand and where opportunities exist to strengthen its position.
