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. 

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. 

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.

“People don’t always do what they say, and they don’t always say what they do.”

While consumers might think they know exactly what they think or prefer, they really only have limited access to their own implicit preferences. This is one of the major obstacles that marketers face when doing market research.

In order to understand these implicit preferences more accurately, market researchers need to tap into the subconscious mind of the customer.

So, how can we tap into the consumer’s subconscious and gather deeper insights?