We believe that in order to make a successful brand, it is necessary to gain the consumer insight and develop products that fit their expectations. However, the most important thing is to arouse their interests on products and increase sales through brand building, and then form brand loyalty through repetitive purchases.
The above concept can be used to do market research for our clients as well. We think that the most important thing is not just to hard sell ready-made models to clients.? We should have a thorough understand of the market, client’s business and USP of the products, client’s key questions and the critical information needed.? Thus, during the proposal stage, we are willing to communicate with our clients, understand their needs, and then make customized solutions for them. We conduct market research for our clients and provide them with information that meets their expectations by combining advantages of different analysis methods. |
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These are many research methodologies used in brand management and market communication. We have listed some experiences here below in order to let clients understand our views about some issues. Our philosophy of analysis aims to understand the essential quality of the research subjects by 360o assessment.? As we have discussed above, the clients' opinions and expectations are more important than our subjective views.
Usage & Attitude Exploratory Study
To identify market opportunity, we need to answer some core questions:
What do customers need, including functional and emotional needs?
How do they choose brands? What are the selection criteria?
How do they use the product? Who are they?
What is their satisfaction and loyalty?
Is there any unmet need? |
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We need to do 360°assessment on the market and brands:
Brand Positioning and Image Study
The concept of branding has existed in business for several hundred years. It is the key factor to differentiate products.? But what is the relationship between a brand and its consumer? How to identify it?
A brand can be seen as an identity of the manufacturer and products. It ties a bond between customers and manufacturer, which guarantees product’s quality and function, etc. By purchasing the familiar brand more and more, consumers will gain trust with to the products. Meanwhile, they will reduce the cost for searching and eliminate the potential risk of using new products.? Thus consumers gain the same experience every time they use the products. ?Also a brand can indicate users' social status and their values as well.
If we treat a brand as a person, we need to identify the best Brand Ambassador (brand positioning and image), including its appearance (logo), behavior (product quality), personality and values (brand value and essence), so as to build the best relationship with consumers，which are:
Possession of clear imagery, easily remembered
Represent a promise : quality, features
Minimize the cost of search and risk of using
Articulate consumers’ affinity and trust
Highlight the users’ social status and values with the greatest empathy |
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Brand Equity Assessment
Brand equity is not only limited to its trademark and product, but also its competitive advantage, consumer satisfaction and customer loyalty.
An effective brand equity management is to evaluate every aspect of your brand by the 360° assessment which identifies the current market position and areas for improvement.? The findings help optimize brand positioning and gain maximum brand equity. Therefore, brand equity assessment doesn’t only mean to assess the brand itself, ?but also the competitive environment and other brands in the market.? So, it should be a comprehensive research plan.
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