The main purpose of Research Companies like us is to help ‘Brands’ to formulate the most appropriate marketing strategy for their customers in the context of planning, organization and control in changing market conditions.
Our goals for the Brands we work with are generally listed as follows:
Analyzing the brand and consumer relationship
Uncovering the (+) and (-) values of the brand
Turning negative brand perceptions into positive ones
Encouraging teamwork
Providing the right psychological environment
To use the results of the research in the formulation of future strategies different from the situation analysis
The way to achieve all these goals is through conducting Brand Image Research. This is a study that has emerged due to the similarities between brands. In this study, by transferring the personality traits of individuals to brands, brands are differentiated from each other, that is, an image is created for each brand.
Let’s take a look at the stages of Brand Image research together:
Physical and Emotional Expectations: When creating a brand personality, the characteristics, needs and expectations of the target audience should be well analyzed. When user expectations about the product are well analyzed, the brand’s job becomes much easier. These expectations are categorized as concrete and abstract.
Free Association: The first emotions and concepts that users think of when defining the brand are revealed and a road map is prepared for the Brand in the product category in question.
Brand Personification: Through personalization studies, it is understood which emotions consumers feel towards the brand and how they see the brand. The strengths and weaknesses of the brand from the consumer’s perspective are identified.
Based on Functional Benefits: The functional benefits that the brand provides to the consumer are revealed.
Based on Emotional Benefits: The emotions that consuming or using the brand will make the individual feel are analyzed.
Based on Social Benefits: The benefits that the brand will offer to the individual in the social field are determined.
Consumer Brand Relationship: The relationship between the consumer and the brand is very important. When they come together, the consumer should see the brand close to them and even feel similarities with their personality. When this relationship model is established, the consumer’s bond with the brand is strengthened, loyalty is ensured and it becomes easier for the brand to achieve its goals.
3 Advantages of Creating Brand Image in 3 Steps:
1- Increasing sales and market share
Ensure and increase brand awareness and recognition
Attracting potential consumers to point of sales
Ensuring and increasing existing customer loyalty
Providing a better customer service experience
2- Ensuring the creation of communication objectives
Targeted consumer response
Swot Analysis
Brand personality i.e. Tone of Voice
Brand Positioning
Social media, Mass media and Activities
3- Improving the quality of its employees
Making a difference
Gaining prestige
“Brands that speak to the heart create the magic that does more than fill a need in a consumer’s life. ” David Aaker.
