+31 (0)30 22 71 937

Jump on the knowledge train – it departs shortly

Our fans get our latests blogs first:

Branding

Neuromarketing & Brand Image Guide: How to Measure What Truly Matters

Brand Image. That it is one of the most valuable assets of a company is something many marketers agree on. How to measure or strengthen it, however, is a bit less clear. While some may pull out their collection of Likert scales, others know that we need to dig deeper to get to the core of the brand image. Because only in that way can you strengthen the brand image and, consequently, stimulate purchases and drive growth.

In this concise guide, we share everything practical about brand image and brand image research. From what it is to how to measure and strengthen it. We also immediately reveal which KPIs lead you astray and should be stopped today, so you don't waste your resources on unnecessary matters.

Let's dive in.

Lees verder

Branding

Brand Health Tracking Research: These metrics are definitely not to be missed

Brands like to keep their finger on the pulse when it comes to their health. Smart, but then you have to measure the right things. In this blog, you'll read about which brand health metrics provide a meaningful reflection of the health and growth potential of brands.

The purpose of brand tracking is, on the one hand, to see the impact of marketing efforts reflected in visible KPIs. On the other hand, tracking is useful for spotting early indicators that signal an increase or decrease in market share.

But which metrics are worth measuring? In theory, you could measure hundreds of metrics, leading some brand trackers to expand into questionnaires that seem endless. Needless to say, this makes it challenging for brand managers to act on.

Lees verder

Branding

The Meaning and Nonsense of Brand Research - How to Conduct Effective Brand Research

From increasing brand awareness to brand building and from strengthening brand image to launching a new brand; most marketing department objectives revolve around the brand. This is not surprising, as the brand often plays a significant role in the decision-making process, even when the shopper is not consciously aware of it.

However, we immediately encounter a problem. If the shopper is not aware of the role of a brand in their choice, how do marketers determine that role? In this blog, we will discuss the meaning and nonsense of brand research. Moreover, we will reveal the ins and outs of various types of brand research such as brand asset research, brand image research and brand loyalty research. 

Lees verder

Branding

Why Brand Image is Hard to Research - and How to Make it Measurable

A strong brand image is crucial to establish a place in the customer's choice set. As consumers reach their choices intuitively and automatically in many categories, they are very brand image-driven. Brands with a strong brand image have a clear advantage: they stand out more quickly and are more likely to be chosen.

But what makes a brand image attractive? And how can you measure it in a reliable way? That’s exactly what we’ll discuss in this blog. 

Lees verder

Branding

Positioning Research: The First Step in a Psychology-Proof Positioning Strategy

Powerful brands have one commonality: super-sharp brand positioning. 

Your brand positioning is simply the place your brand occupies in the consumer's brain.

Of course, as a brand, you want nothing more than to occupy a prominent and unique place in the brain that matches the customer's needs. With a solid positioning strategy, you can make that happen. But how do you start such a positioning strategy? And what should you think about while creating a positioning strategy? That’s exactly what we’ll discuss in this blog. 

Lees verder

Branding

How to Build a Strong Brand Image

A strong brand image is crucial to brand growth. In fact, large-scale research by PwC shows that more than 60% of shoppers consider Brand Image to be one of the most important elements of the customer experience. In addition, a strong Brand Image ensures that more people think of you more often, which increases sales and thus drives growth. 

There are countless ways in which a positive and concrete brand image makes your brand stronger. But how do you build a strong brand image? In this blog, we discuss the five steps to a strong brand image. 

Lees verder

Branding

Why is a Good Brand Image Important? The Benefits of a Strong Brand Image

Let's face it.

We've all bought a product or service for which a cheaper alternative was available. In fact: most of us are guilty of that on a regular basis.

Perhaps you recently purchased a new iPhone or bought that Patagonia sweater you've been wanting for a while.

Chances are you made that purchase decision, at least partially, because of the brand's reputation and image.

Lees verder

Branding

The Meaning and Definition of Brand Image: What does it exactly entail?

The image of a company is seen by many as one of the most important assets. But what is it exactly? How can you influence it? And what is the difference between brand image and brand identity? In this blog, we not only explain the meaning and definition of brand image, but we also dive into a number of other branding-related concepts.

Lees verder