What is your brand’s position compared to competitors? What sets your brand apart from others? What are the opportunities for growth within your domain? Who is your customer? What are the relevant drivers within the category and brand? These are all important questions to really understand the position of your brand and determine how your brand can grow.

Insight in the brand positioning and domain is crucial to realise growth for your brand. We can answer all these questions in the Brand Reality study. The insights and implications from the study will help you in further growing your brand. The study is based on academic principles and are translated into practical growth opportunities for your brand. The results from a Brand Reality study are unmissable in the marketing plans for your brand.

Our approach

DVJ’s Brand Reality study is holistic and consists of different implicit and explicit research techniques.

  • The research is based on academic principles from Ehrenberg Bass (How Brands Grow) and Kahneman (System 1 and 2).
  • We gather rich qualitative feedback which helps to understand the consumer better.
  • We validate and explore important CEPs, determine the volume of each of these CEPs, and what is the position of your brand on each of these CEPs.
  • With our Decision Tree technique, we get detailed insight into the importance of relevant aspects in the choice and decision process.
  • We study the drivers and barriers of purchase decisions in the category.
  • We analyse different customer or buying groups to identify the biggest growth opportunities.
  • With the use of an additional module, the strength of your Distinctive Brand Assets will be determined.

Our deliverables

Brand Research (Brand Reality Study) is of great strategic value and provides an immense amount of qualitative and quantitative data. Our deliverables fit the needs of all stakeholders.

  • Extensive kick-off session including stakeholder interviews to really fathom the position of your brand.
  • Review of existing studies and integration of all sources in the delivery of the report and workshop.
  • The most important results are summarised in a compact PowerPoint presentation where we show the dynamic of your brand in the category and identify the most important growth opportunities using the FUA-method.
  • Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed.
  • Our Senior Consultants add value to the workshop in the interpretation and discussion with important internal and external stakeholders.

 

Your benefits from Brand Research

  • Qualitative and quantitative insight into the dynamic of your brand in the market.
  • In-depth modules add value in determining the CEPs your brand can grow in, and which Distinctive Brand Assets have the most impact on your brand.
  • All qualitative and quantitative results are available in a portal.
  • Clear presentations and workshops by our Senior Consultants to realise growth for your brand.