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Branding and Equity

Brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Building brands is combining market segmentation with an in-depth understanding of consumers and the brand identity

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

Brand identity and brand image are at the core of our understanding and research of brands, and the foundation for subsequent segmentation and positioning.

Brand identity:

  • contains all the richness of the brand, 
  • represents the basic potential for positioning in various segments, 
  • allows coordinated and controlled communication, 
  • and is also a reflection of the actual world of the brand.

Brand image:

  • delivers the message clearly, 
  • confirms your credibility, 
  • connects your target prospects, 
  • concretes User Loyalty.

Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without. Here are the main steps for Branding & Equity:

Sharpening brand identity

  • What is or should be the brand in different markets? 
  • How to overcome disagreements regarding the brand within the company? 
  • How to repair the effects of poor brand identity management?

Designing a portfolio of brands and the right architecture

  • How to clean up and optimize the portfolio of brands in a company? 
  • What to do in cases of regional overlap?

Introducing a new brand

  • How does a brand function in a given segment? 
  • If and how to expand a brand into new subcategories?

In our branding approach we combine qualitative motivational and projective research, with in-depth understanding of the categories in which the brand is active, and quantitative research, which lets us determine the strongest identifying elements of a brand in comparison with the competition. This allows us to both interpret and quantify the image of the brand.

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