A brand is a very sophisticated psychological mechanism that helps to organise our life and relations with the world. Since the beginning of the goods exchange, we have had to use a choice strategy. Even now, when we buy products of no brand, as carrots or parsley, we do not go to any place, but if we can, we look for a shop that has already satisfied our requirements or the one whose products origin we know.
A brand is a mental construct existing in clients’ heads and we know how to conquer it. Our brand research responds to a variety of questions:
- What is the brand position in comparison with the competition? Is it distinguished? Which aspects of competition brands do clients evaluate as better ones?
- What qualities are attributed to our brand and to competition brands – functional, emotional, psychological (perception maps)?
- Which elements do create the image of our brand?
- Which values are identified with our brand?
- Is our brand compatible with the world and the lifestyle of our target group?
- Which needs does the brand satisfy?
- Which are experiences with the brand?
- Are the clients attached/loyal to the brand?
- Is the marketing communication adjusted?