Brand research: Understanding market position

Brand awareness research

• Market positioning: Brand awareness research allows companies to understand their place in consumers' minds compared to the competition. This is crucial for effective market positioning.
• Marketing campaign planning: Based on research results, marketing strategies can be adjusted, focusing on elements that impact brand awareness. Advertising campaigns can be designed to increase recognition.
• Support for business decisions: Knowledge about the level of brand awareness enables better business decision-making. Companies can adjust strategies to increase visibility and attract new customers.
• Customer loyalty: Brand awareness is related to customer loyalty. Consumers who are more aware of a brand are often more inclined to remain loyal.
• Evaluation of marketing effectiveness: These studies allow the assessment of the effectiveness of various marketing activities in building brand awareness. This enables strategy adjustments for better results.

Brand recognition research

• Evaluation of marketing strategy effectiveness: Brand recognition research helps companies understand how well their marketing strategies translate into recognition among consumers.
• Measuring the effectiveness of advertising campaigns: Through brand recognition research, one can assess whether advertising campaigns contribute to increased brand awareness among the target audience.
• Identification of areas for improvement: This research helps identify areas where the brand may be less known or poorly recognized, allowing for corrective actions.
• Building a strong brand identity: Brand recognition is the foundation for building a strong brand identity. The more consumers are aware of the brand, the greater the likelihood that they will recognize and prefer it.
• Guidance for marketing efforts: Based on research results, marketing strategies can be adjusted, directing efforts to areas that require more attention in building brand recognition.
• Market competitiveness: Knowledge of brand recognition levels allows a company to assess its competitiveness in the market. Higher brand recognition often translates into better results compared to competitors.

Brand equity

• Brand awareness: The degree to which consumers are aware of the brand's existence. This may include the recognizability of the logo, name, slogan, or other identifying elements.
• Customer loyalty: The tendency of consumers to choose a particular brand in specific purchasing situations. Loyal customers are more likely to repeat purchases and recommend the brand to others.
• Associations and values: What consumers think about the brand. These can be positive characteristics, values, attributes, as well as experiences associated with the brand.
• Trust: The degree to which consumers trust the brand. Trust is crucial for building loyalty and long-term relationships with customers.
• Product and service range: Products and services associated with the brand. A good reputation for one product can influence the perception of other products offered by the brand.
• Price/quality ratio: Consumer perception of the quality-to-price ratio of products or services offered by the brand.
• Communication and marketing: The effectiveness of marketing activities and communication in shaping a positive brand image.

• Competitive advantage: Brands with strong equity have a competitive advantage because consumers are more likely to choose them among other options in the market.
• Value for the consumer: Brand equity influences the value of the brand in the eyes of the consumer. Strong brands are often associated with high quality, reliability, and other positive attributes.
• Better financial results: Companies with brands with high equity often achieve better financial results because they can command higher prices for their products or services.
• Greater resilience to crises: A strong brand is more resilient to crises because loyal customers are more likely to withstand difficult times, and the brand has a better ability to recover after negative experiences.
• Development potential: Brand equity provides the foundation for further product development, expansion into new markets, and effective marketing activities.