Brand Positioning and Perception Research: Ensure your brand is hitting the right notes with your target audience

A key component of brand health is perception; what the brand stands for, its essence and its core values.

Brand positioning research and brand perception research will help you determine whether your brand position is correctly aligned with brand objectives and resonating with your audience, as well as determining how strongly your brand is seen to be differentiated from other brands in the market.

Furthermore, this research can help you identify how emotionally engaged and attached your customers and prospects are with your brand.

 

Our Approach: Three Circles Framework

brand positioning research and brand perception research - three circles framework

We enable our clients to determine what a brand’s strengths are, what the market needs at that moment in time, and perception relative to the competition. Through this we can then determine what that “sweet spot” is to enable them to position their brand in the most effective way, ensuring it resonates with the market to ultimately drive brand growth.

 

Our Approach: Brand Mapping

brand positioning research and brand perception research - brand mapping

Establish your strengths and put them into context of the competitive landscape with brand mapping. This enables your brand to identify points of uniqueness and whitespace opportunities, which will in turn set you apart from the competition. Whether you are looking to create clarity around your target audience, to differentiate your position or even justify your pricing strategy, brand mapping can help you achieve these objectives.

Having set a target for your brand positioning, we can use a brand health tracker to monitor performance against this ambition, and link any changes to campaigns that promote the new brand purpose or proposition.

 

Our Approach: Emotional Engagement Ladder

brand positioning research and brand perception research - emotional engagement ladder

“One way you can score over your competitors is through the beliefs you create through your brand”. – Peter Field on emotion in B2B marketing.

The more engaged a customer is with a brand, the greater emotional attachment there is to the brand. Emotions play a major role in decision making and leading brands in a market are more successful in connecting with their customers on an emotional level.

Through our research, we have identified four different levels of emotional engagement. We can assess which brands in your portfolio are positioned on which steps of the ladder (as well as any which do not emotionally engage with the market in a meaningful way).

Armed with this understanding, companies can avoid cannibalization by aligning each brand with a specific market segment, while also striving to create stronger emotional connections with the market through each of its brand.

 

Case study: Measuring brand perceptions to inform brand portfolio expansion and alignment

Our client, a leading manufacturer of industrial and medical protection solutions, wanted to expand its product range into the life sciences market and sell protective equipment for use in environments such as clean rooms, where pharmaceuticals are produced.

In order to support the portfolio expansion, the manufacturer had recently acquired a brand, which was strong in this space. However, the image of the acquired brand was very different from the manufacturer’s image. Therefore, our client needed to determine how to properly align all the brands under its portfolio while still highlighting each brands’ individual strengths.

brand positioning research and brand perception research - case study

 

Case study: Providing insight to support the launch of a business division becoming a private company

Our client is one of the largest chemical organizations in the world. It had a professional services division aimed at providing HSE training and consultancy to large chemical and manufacturing sites globally.

The parent brand had received some negative press, and this was indirectly affecting its Professional Services division.

In response to this, the Professional Services division planned to separate from the parent brand and establish itself as an independent company. Research was required to inform this brand launch, and to understand how to make this change without significantly impacting its customer base.

brand perception research case study

 

Case study: Consolidating multiple business units into one cohesive brand

Our client is an organization that specializes in creating bespoke integrated technology solutions. The application of its core capabilities resulted in the creation of three distinct business units.

The client had the commercial objective of creating a single brand, by bringing together the three distinct business units into one organization.

The challenge was that each of the business units had its own customer base, brand identity and competitive set. Any change to the brand needed to be managed carefully to ensure the customer base was not affected.

brand positioning research case study

 
 
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