Brand Research

Why brand research is indispensable to your strategy

To measure is to know. That's why our research offers valuable insights that you can put to work immediately. From discovering untapped opportunities to improving the relationship with your target group. Our approach is focused on creating growth in a sustainable way.

Properly conducted brand research is essential to growing your brand, making it successful and improving your brand performance. You will discover how your brand performs against competitors and what makes your brand unique.

Whether you want to know what brand values your target audience attributes to your brand or how recognizable your brand is in the market: brand research gives you the answers you need. With the insights, you can develop targeted strategies to strengthen your brand position and take targeted actions that actually make an impact. 

How brand research works: the three building blocks 

In the consumer's brain, your brand exists as a mental concept. It is composed of memories, both conscious and unconscious. These memories are shaped by marketing and communication, the buying process and the use of the product. Therefore, an effective brand research looks at all these aspects, both on the conscious and unconscious side of the brand. 

Blauw has developed a unique framework that identifies three essential building blocks of brand strength:

Salience

The first building block is salience: how easily your brand pops into people's minds in relevant situations. This is determined by so-called Category Entry Points (CEPs) and Distinctive Brand Assets (DBAs). Think of the visual elements or slogans that immediately evoke associations with your brand. The stronger these associations, the more likely your brand will become the preferred option in purchasing decisions.

Affinity

The second building block revolves around emotional connection, or affinity. People often make decisions based on their gut feelings, and a strong brand knows exactly how to make an emotional connection with consumers. This is done through the right branding that gives the brand a personality that aligns with the target audience's values. Associations such as images, colors and slogans play an important role here.

Performance

The final building block is performance: how well is your brand actually performing in the marketplace? This aspect looks at actual conversion and the added value of your branding. Without performance insights, it is difficult to determine whether the other two building blocks - salience and affinity - align well.

By measuring all these aspects of your brand, you get a complete and reliable picture of your brand position.

Tailored practical advice

At Blauw, we go beyond measuring brand performance. After our brand research you will receive concrete advice that you can put to work immediately. Whether it concerns do's and don'ts for your marketing team, the sharpening of your communication strategy or recommendations for specific campaigns: our insights will help you achieve brand growth.

 Our goal is to help you increase your brand equity and make sure your brand stands out in a competitive marketplace.

What to expect from brand research

 If you choose brand research at Blauw, you can count on a complete and thorough analysis of your brand. Among other things, we map out:

• How recognizable your brand is in the marketplace
• What position your brand holds relative to competitors
• What the strengths and weaknesses of your brand are

 These insights will help you adjust your strategy and make more effective marketing and communications decisions.

Brand research is the way to grow your brand

Contact us to learn more about how brand research can help your brand move forward, or read our cases and blogs for practical examples of brand growth in action. 

‍

‍