PRACTICE OVERVIEW
Building brands scientifically starts with a comprehensive understanding of customers and non-customers alike. Knowing their needs and emotional brand connections, along with a view of a brand's fit in the category landscape, can inform more than just a historical view of brand equity; it can show how to create a healthier brand.
Through Knowledge Networks' extensive brand building insights, in combination with the web-enabled KnowledgePanel® , we have created a framework for determining the strength of the connection that consumers have with a brand and its competitive set. The framework identifies meaningful consumer/ brand associations and provides you with a quantification of the key drivers necessary to evaluate the effectiveness marketing actions, vulnerabilities and opportunities.
The indicators we focus on are
- Overall equity and health for your brand and your competitors
- Awareness, familiarity and category placement as "gateways" to brand relationships
- Consumer beliefs regarding your brand performance and imagery (functional and emotional components)
- Key drivers of current overall equity and health and leading indicators of brand momentum
Using this information, we provide strategic and tactical input to enhance your brand relationships and overall brand equity and health.
Ours is a flexible suite of capabilities that can accommodate your brand objectives and inputs and can be adapted to your industry and target consumers. With our diagnostic database and web-enabled consumer panel we can assess a variety of drivers and brands. Among the items in our toolkit are
Brand Relationship Audit
A comprehensive consumer-centric audit of your brand and competitive set to assess current brand health, uncover the sources of your brand health, and provide strategies to leverage brand equity to improve future brand health
Brand Relationship Monitor
Measures the performance of your brand over specific time periods, monitoring key measures of brand health/key equity drivers to assess the impact of marketing/communications/promotions
FEATURED INSIGHTS
- Bringing Branding and Research Together to Understand Consumers
Interview with Christopher Piotrowski - Defining the Value of Cross-Media Properties and Advertising: A New Approach Offers Efficiencies, Savings, and Accuracy
David Tice - Product Spotlight: Knowledge Networks delivers expert solution to finding your optimum brand identity elements
Justin Edge - "Engagement" is in the Eye of the Beholder
Maura Clancey - Distinguished Boomers: Portrait Of A Generation Defined By Change
Linda L. Fisher and J. Michael Dennis - The Art of Creating Passionate Consumers
Interview with Howard Schultz
- Branding & the Art of Wine Making
Interview with Thomas P. Burnet
KN WEBCAST
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