Companies often focus their human and financial resources on business development, while unintentionally ignoring the impact that brand perceptions and marketing also make on the bottom line. To maximize opportunities and position in your market, it is critical to achieve and nurture balance and integration between sales and marketing. Think of your brand as the essential artery that connects these two important functions.
That artery is seriously constricted without a current and fact-based understanding of your brand perceptions in the market. Leading companies rely on brand research – also called Attitude, Awareness and Usage (AAU) research — to help both marketers and business development professionals:
- Benchmark reputation and perceptions among key targets, and measure changes in perception over time
- Determine the importance of and level of agreement with key attributes/factors
- Assess market position relative to competitors on key attributes/factors
- Identify top-of-mind providers of specific services and solutions in your market
- Identify viable channels for advertising, media relations and thought leadership
The appropriate methodology for brand studies – quantitative, qualitative, or a hybrid – is based on the study objectives, audience sizes, types of available lists and geographic considerations, to name a few. Brand studies reveal gaps in market understanding and acceptance of your brand, as well as help to create much more effective marketing, sales and communications programs.
Using Research to Improve Brand Health