What is brand research?
Brand research encompasses all studies that deal with the perception and positioning of a brand on the market.
It is used to find out how a brand is perceived in comparison to its competitors, what associations customers and potential customers have with it and how strong the bond with the brand actually is.
This research is not only important for new brands, but also for established brands that want to sharpen their image or adapt to current market requirements.
Objectives of brand research
Brand research pursues several key objectives that are crucial for brand development and brand management:
- Understanding brand perception:
Finding out how the brand resonates with different target groups and what emotions it triggers. - Optimizing brand positioning:
Ensuring and building on the unique benefits and differentiation from competitors. - Strengthening brand loyalty
Fostering customer loyalty to the brand and understanding potential reasons for migration to competitors. - Identifying opportunities for improvement
To uncover and specifically improve weaknesses in brand communication, product offering or customer approach.
Methods of brand research
Brand research makes use of various qualitative and quantitative methods that are geared towards specific findings:
1st method: Brand image analysis
Market research surveys, focus groups or in-depth interviews are used to determine how a brand is perceived.
This involves investigating the associations and attributes that customers associate with the brand.
2nd method: Positioning analysis
This helps to understand how the brand is positioned in comparison to competitors and whether it occupies the desired position in the minds of the target group.
3rd method: Brand value analysis
Quantitative methods such as the Net Promoter Score (NPS) or the Customer Lifetime Value (CLV) are used to record the economic significance of the brand in order to measure its value in the market.
4th method: competitive analysis
This method analyzes how the brand compares to the competition.
This method examines both market share and customer loyalty and shows how well the brand is performing.
5th method: Emotional attachment analysis
This examines the extent to which customers are emotionally attached to a brand. This bond is often a decisive factor for long-term brand loyalty.
Brand research in the digital age
Digitalization has opened up new opportunities for brand research.
The analysis of data from social media, online reviews or tracking tools offers valuable insights into the behavior and attitudes of consumers in real time.
These digital data sources allow a continuous review of brand perception and make it possible to react quickly to changes or trends.
Digitalization also creates new touchpoints where brands can interact with their target groups, which expands the scope and precision of brand research.
Advantages of brand research
1st advantage: Targeted brand strategy
The research results help to develop a precise brand strategy that meets the market requirements and the needs of the target group.
2nd advantage: Customer loyalty and retention
By responding better to the expectations and wishes of their customers, brands promote stronger customer loyalty.
3rd advantage: Competitive advantages
The research results make it possible to differentiate oneself more clearly from the competition and to work out unique selling points.
4rd advantage: Reduction of risks
Companies that rely on well-founded findings reduce the risk of wrong decisions in brand strategy and marketing.
Application examples
Successful brands such as Apple or Nike invest heavily in brand research to ensure that they not only recognize market trends, but also shape them.
Nike, for example, uses extensive data analysis and customer surveys to continuously understand the needs of its target group and tailor its products accordingly.
Apple, on the other hand, places great importance on researching customer experiences and their brand experience in order to maintain and strengthen its high level of customer loyalty.
Conclusion
Brand research is a valuable tool for companies of all sizes to develop a clear, customer-oriented and sustainable brand strategy.
It provides important insights into the perception, positioning and development potential of the brand and supports companies in meeting the rising expectations of customers.
In the digital age, brand research also offers new opportunities to use real-time data and strengthen customer loyalty in a targeted manner.
Companies that use brand research regularly and strategically are better positioned in the long term to position themselves successfully on the market and strengthen their brand sustainably.
