Brand
Brands must not only be known and mentally and physically available, but also relevant to their customers. We provide tailored insights that support brand strategies and help make brands strong over the long term. Whether through regular brand tracking or ad hoc deep dives. We advise on methods, implementation, and execution of your brand insights.
Mental market share (according to Byron Sharp, Ehrenberg-Bass Institute) describes how present a brand is in consumers’ minds when they think of a specific purchase or usage situation. Category Entry Points (CEPs) are exactly these mental entry points – situations, needs or triggers that people associate with a category and, ideally, with a brand.
1.
Identify Category Entry Points
Determine relevant purchase and usage situations within the category in which consumers think about a product or brand.
2.
Measure mental associations
Analyse which CEPs are currently linked to your own brand and to competing brands.
3.
Identify mental gaps
Identify relevant situations in which the brand still has little or no mental presence.
4.
Define strategic priorities
Select the most important CEPs that are especially crucial for growth and brand relevance.
5.
Align communication in a targeted way
Design marketing, communication and content in a way that ensures the brand becomes consistently linked to these key situations over time.
Category Entry Points
Track mental market share with the help of Category Entry Points
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Measuring Distinctive Brand Assets shows which brand elements are truly anchored in people’s memory and make a brand clearly recognisable. This reveals which assets drive recognition, which still have potential, and how brands can align their communication consistently and effectively.
Distinctive Brand Assets
Identify and select the right brand assets
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A Brand Image Deep Dive shows how a brand is perceived – beyond individual attributes and in the context of emotions, expectations and competition. This reveals which associations shape the brand, which strengths differentiate it, and where there are opportunities for targeted brand development.
Brand Sculpture
How is your brand positioned within the market segment from the consumer’s perspective?
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Semantic Mining
A deep dive into your customers’ statements and needs at the touch of a button
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Live Chat
Online discussion with the target group
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Brand Image
Where does your brand stand? Where is there potential for optimisation?
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Usage & Attitude
A basis for targeted marketing strategies: understand the target group and identify market potential
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