Brand image research and marketing strategy

Brand image research is a crucial element in creating an effective marketing strategy. It is important to understand how research affects strategy and how to effectively use the information obtained.

What does brand image research involve?

Brand image research involves collecting and analyzing data about consumers' opinions and attitudes towards a brand. It can cover various aspects such as product or service quality, customer service, price, company reputation, and the values and ideas associated with the brand. Understanding these aspects allows for identifying the brand's strengths and weaknesses and detecting any gaps between the brand's perception by the company and its reception by consumers. This information is essential for developing an effective marketing strategy that will strengthen the brand's positive aspects and improve those that need change.

Brand image research can be conducted in various ways, depending on the brand's specifics and research objectives. These can include:

• surveys,
• interviews,
• focus groups,
• social media analysis.

It is important that these methods are appropriately selected and conducted professionally to ensure the results are reliable and accurate.

See also: Brand research

How to conduct effective brand image research?

Conducting effective brand image research is a process that requires careful planning and execution. An agency typically conducts brand image research based on an individual plan, which includes several steps:

• The first step in conducting brand image research is to define the research objectives. Do we want to know how the brand is perceived compared to the competition? Do we want to understand which brand elements are most valued by customers?
• Next is the choice of methodology, as there are many methods for conducting brand image research. The choice of the appropriate method depends on the research objectives, available resources, and the target group.
• After selecting the method, the next step is to develop research tools such as survey questionnaires or interview scripts. It is important that the questions are clear, precise, and aimed at obtaining the required information.
• Data collection is the next step, which can be time-consuming if the brand image research has a broad scope.
• After collecting the data, the next step is analysis. This is where raw data is transformed into useful information.
• Finally, there is the interpretation of the results and deciding on specific actions. This may include changes in marketing strategy, brand communication, product or service offerings, etc.

Any company that wants to effectively manage its brand should regularly conduct brand image research. Regularly conducting these studies helps monitor the brand image and adjust actions to the dynamically changing expectations and needs of customers.

Examples of the impact of brand image research on strategic decisions

Brand image research has a direct impact on a company's strategic decisions. It can provide valuable information about which products or services are most valued by customers and which need improvement. Brand image research can provide information on how customers perceive the price of the brand's product or services - whether they consider it adequate to the quality, or too high or too low. Research also helps understand what values and ideas are associated with the brand by consumers. This information is crucial when creating marketing messages that align with customer expectations and strengthen the brand's positive image.

- Brand image is built over years. It involves complex, multi-level actions that significantly affect how consumers perceive the brand and its market position. For this reason, brand image research requires a mixed methodology and the use of complex techniques. It is important to emphasize the significance of ongoing collaboration with the research client from the stage of defining the research objectives. Brand owners understand how valuable their asset is and seek optimal directions for development. By providing data directly from the market, we can significantly improve brand communication and sometimes even identify previously untapped niches - explains Dr. Sebastian Musioł, methodology expert at the Biostat Research and Development Center.