Has a new competitor entered your market? Has a whole new category emerged that threatens you and your competitors? Is it time to make sure your brand has kept up to date with your customers? Do you need to re-brand?
How to do branding research: start by understanding your customers
Although your first instinct might be to do a survey about your brand, we have learnt that the best way to start is by understanding your customers, especially how your brand fits into their life, and how their lives might have changed. Start with qualitative research as often as you can.
The next step is to understand how deep their emotional connection is to your brand. What are they using you for in practical and emotional terms?
How to do branding research: then understand your category
No brand is an island*. How customers perceive your brand will be affected by what they think of your category. This sets their expectations for your brand. They will also think of you relative to other brands.
How to do branding research: research methods
Depending on your brand and its category, we will suggest qualitative or quantitative research techniques, or a mix of both.
* This is to misquote the poet John Donne who said 'no man is an island'.
We have a case study on brand equity research here