Our client needed a strategic platform to help them ensure that their brand could occupy its intended position. To achieve this, they wanted to review their brand’s value and core from their target group’s perspective. The study investigated brand associations, strengths and weaknesses, benefits and tonality, brand drivers, and questions regarding product range and communication.
The first step involved organizing qualitative focus groups to formulate hypotheses on the brand’s essence and how consumers identify with the brand. These findings were then validated using a quantitative sample and compared with relevant competitors using an online panel.
We used the results to show which of the existing relative strengths – in terms of both core needs and differentiating brand drivers – needed to be further developed and gave advice on how to fine-tune the brand’s tonality.