Managing brands in diversified and fragmented markets requires tailored and agile solutions
Psyma offers a package of brand management methods to help overcome these challenges:
Touchpoints influence how consumers perceive and experience brands
Digital communication provides consumers with a more direct way to share opinions and experiences and even to develop ideas collaboratively
New communication channels provide additional ways to capture customers’ perception of brands and products
The three pillars of Psyma Brand Management
Our brand management concept supports you on three levels
Measuring brand perception
Drawing on our experience with a wide range of companies and industries, we have developed a multidimensional measurement model:
Tailored and collective ways of gathering data on customer perspectives and aggregated market metrics
Data on consumer perception and experience collected on every step of the customer journey from visibility and attention to loyalty and conviction
These measures can be used in a standardized way for different brands and industries, but are also flexible and can be supplemented by customized elements
In turn, these measures can be applied across three dimensions that build on each other (reputation, relevance, relationship), giving you more control over the research process:
In addition, elements of a brand’s personality can be used to give the brand an “emotional profile.” This can then be compared with the brand’s competitors. For this purpose, Psyma has developed the Brand Score Manager, which includes validated items and axes:
We derive actionable insights from the results and advise you on their implications:
Consideration of brand funnel, personality, benefits, and touchpoints
Driver analyses, strengths and weaknesses, and advice on what action to take
