For our strategic partner specializing in the advisory and investment sector, we conducted a brand image study. This included determining associations triggered by the brand, customer identification with the brand, attractiveness of the brand image, awareness of projects carried out by the brand, and tracking the brand on social media.
To execute the project, we utilized quantitative research with the CATI technique. Subsequently, we selected the target group, among which we employed online surveys (using the CAWI technique). During the brand image study, key reference points among surveyed respondents included:
- Brand awareness.
- Associations with the brand.
- Perception of the brand's target audience.
- Consumer evaluations of specific brand attributes.
- How customers gather information about the brand (social media).
- How the brand is perceived compared to competitors.
- The attractiveness of the brand image.
- The brand's greatest strength.
- Whether the actual brand image aligns with the desired image by the company.
- Recognition of the brand as an expert.
- Awareness of the brand's projects among clients.
- Customer identification with the brand.
Through this conducted study, our strategic client could verify the actual brand image against the desired image by the company. Based on the analysis of the obtained data, it was found that 71.0% of customers seek information about the brand on the internet. The brand's expert team (15.0%) and its established market position (13.6%) were considered the brand's greatest strengths. Respondents positively assessed the brand's image compared to competitors, with almost one-third (32.1%) considering the brand more reliable than its competitors. A significant majority (72.0%) of respondents found the brand image attractive. Most (52.3%) respondents appreciated the opportunity to use the brand's informational materials. Just under one-tenth (9.8%) of respondents were familiar with most of the brand's projects, while 37.0% knew at least a few of them. It's worth noting that only one in five (21.0%) respondents knew and followed the social media accounts of the analyzed brand.
Based on the obtained data, there was a clear need to increase the reach of the brand's informational campaigns to reach a wider audience. It is evident that the brand's image is perceived as expert, built on rich market experience and a professional team. However, considering the client's industry, it would be essential to increase the brand's informational reach to elevate its recognition and maintain its attractive image.
See also:
- Brand Awareness Studies - Offer
- Brand Recognition Studies - How to Conduct, What's the Cost?
Sample Implementation:
- Brand Image Studies in Łódź
- Brand Recognition Studies in the Barycz Valley
- Sample Biostat Research Implementations: Sample Implementations
- Brand Image Study of the Kuyavian-Pomeranian Voivodeship
- Case Study - Market Research Studies
