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Challenge
Our client had a unique challenge in its branding. Although consumers
were aware of the organization and its services, they didn't necessarily
make a strong connection between them. The Strategic Counsel was
asked to develop a research plan that would clearly pinpoint how consumers
perceived and related to the client's brand.
Strategy
Qualitative research is often brought to bear on issues relating to brand
perceptions. We designed specialized techniques to capture the core functional,
emotional and personality attributes associated with the brand. These
techniques were applied in a series of focus groups in five locations
across Canada with consumers age 16 to 65.
Results
This research provided clear guidance to consumer perceptions of the brand.
The client's advertising agency used the research to develop and test
new positioning statements, and subsequently created advertising and communications
campaigns that successfully addressed the client's branding challenge.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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