Brand Marketing Research
Brand Identity Research: Exploring
Brand Essence
At National Analysts, our brand identity research specialists
view brand essence—what a brand does and how it "walks,
talks, and dresses"—as being derived from two dimensions:
core competencies/qualities and personality/style
(including a brand's heritage and values).
To explore brand essence, National Analysts conducts qualitative
brand identity research (focus groups and/or individual interviews)
with brand users and non-users. The projective techniques
(e.g., associations, personification, etc.) we use as part
of our brand identity research program sharpen distinctions
among brands and provide insights into the unique character
of each. This initial exploratory work also provides guidance
for the comparative brand image and performance survey that
often follows.
For more information on National Analysts, feel free to e-mail
us today or call (215) 496-6800.
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