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Branding Research

In a nutshell: Deep See brand health research can help you to grow and develop strong, profitable brands, without the mystery of black box analysis. With deep experience of international brand monitoring for some of the world’s biggest companies and institutions, our research is tailored to inform specific brand initiatives, as well as provide direction to wider marketing initiatives.

Growing Strong Brands Is Complicated.
Researching Them Need Not Be.

An awful lot of ink has been spilled on the subject of branding. This is especially so when it comes to brand research and its place in the wider discipline of brand management.

Brands are a mixture of all the different signals that become associated with a product, service or organisation. It’s no surprise, then, that if you ask marketers for their views, they’ll probably give you a list of different things that a brand either is, or isn’t:

With all manner of messages flying around on the subject of branding, it’s hardly surprising that theoretical approaches to brand research have become very complex indeed. Statistical models here. Flow diagrams there. Black boxes everywhere. Confusion often abounds.

The Brand Research Challenge: Seeing The Wood For The Trees

As devout believers in the power of simplicity, Deep See thinks that most brand health research boils down to a pretty straightforward objective:

“Do our brand(s) continue to occupy a clear, differentiated position in the customer’s mind, and does this give us a competitive advantage?”

A useful way of mapping out your brand problem is to locate it in our “PEPP” framework. Taken as a whole, PEPP is also a great way of building a comprehensive brand health model that’s relevant to your company’s brand challenges:

 

Brand Aspiration & Personality:

A strong brand is one that has a clear position and personality. Brand strategy research can be used here to:

  • Inform the initial brand strategy process itself;
  • Measure real-world brand positioning against brand ambition;
  • Understand the most appropriate or virtuous brand positions to take;
  • Pinpoint those brand positions that should be pushed for maximum benefit;
  • Map competitor brand positions against your own;
  • Locate different brands within a portfolio;
  • Identify opportunities to re-position or rationalise brands;
Brand / Conversion Efficiency:

Aside from being simple locators, brands also have a decision-making influence throughout the purchase process. Here, brand efficiency research can be used to:

  • Measure brand awareness, consideration, trial, use and re-purchase;
  • Measure brand advocacy and loyalty – particularly against competitors;
  • Determine the overall “efficiency” of a brand;
  • Understand switching behaviours and brand commitment;
The Value Proposition:

A brand is expressed, at least in part, by the value proposition that customers consider when making a purchase. A joined-up brand health model should measure how the market perceives a brand’s core customer proposition.

Promise Delivery:

From the customer’s point of view, their day-to-day view of a brand is formed by the experiences they have with it. In simple terms – a brand is a promise delivered. Promise delivery research can be used to:

  • Map all the touchpoints where a customer interacts with a brand;
  • Measure the relative importance of different brand touchpoints within the customer journey;
  • Quantify current levels of product or service performance, and link these to brand positions that have been established;
  • Formulate a plan of action for improving promise delivery, such that overall brand perception is also enhanced

Our Tailored Approach To Brand Health Research

No brand research brief is the same, so we think it’s really important that researchers take the time to understand your brand challenges.

All of our branding projects are unique. No cut-and-paste approaches here.

Contact us now to find out more and let us help you grow your business.

Looking Further. Seeing More.