Brand is essentially the sum of all experiences related to the product, service, and companies that make and deliver the product. Brand perceptions are shaped by functional experiences as well as emotional experiences, the customer associates with the product and company.
- Previous experience with the brand
- Interactions with sales, customer service, and other employees
- Recommendations from friends and colleagues
- Reviews by reputable sources
- Advertising
Brand managers need to understand how customers perceive and select brands in specific product categories and market segments. You also need to know what is important to customers when making a brand decision, where customers get information about products and services, and what customers think about your brand.
We regularly conduct extensive brand decision research on the imaging and document technology markets. We can cost-effectively provide you with objective information and insights that will help guide your important marketing decisions.
- Measure unaided and aided brand awareness
- Determine brand share
- Assess customers’ brand preference
- Determine the information sources used in making brand decisions
- Identify the key factors when selecting a brand
- Measure the brand performance by key factors (i.e. performance, price, availability)
- Quantify the strength of the brand by components
- Understand the role of sales representative in brand selection
- Measure brand loyalty and premium or discount
- Determine factors for switching brands
Contact E virtual services to discuss how we can help you develop a brand marketing strategy.
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