Manufacturers, traders and consumers support branding practice as it is useful to them in different ways. Large number of products is sold in the market by brand name as consumers develop affinity to such brands and refer to them when they visit retail shops.
In order to secure these advantages, brand selected should be promising. An ideal brand needs certain qualities.
For example, it should be brief, simple and easy to remember and pronounce.
Similarly, it should be suggestive, decent, attractive and as per the current tests and fashions accepted by consumers. Research department suggests appropriate brand names to the products of the company.
For this, surveys are conducted and information is collected through interviews, etc.
Such studies offer suitable guidance to management for the introduction of appropriate brand name for the product.
The research team will provide necessary information on the basis of which the management will have to take final decision regarding brand name. This decision is critical as the results (good or bad) will be available only when the brand is actually introduced in the market.
Branding Research can be done at every stage of Brand building process, the various researches related to Brands are:
1. Brand Character Research: The brand character research can be done using both qualitative and quantitative techniques.
Qualitative research involves the understanding of:
Personality of each option
Fit with the name of each option
Fit with the brand association of each option
Fit on the pack
Fit with the proposed role in advertising of each option
Comparison among the character options
Fit with specific brand extension options
Quantitative research focuses on ascertaining the following information:
Thoughts evoked by each options, and grouping of these thoughts as positive and negative
Likeability of each option
Specific likes and dislikes of each option
Uniqueness of each option
Comparison of each option with the symbols of the competition
Rating of each option’s fit with the pack
Preference amongst symbol options
Preference amongst name options
In order to secure these advantages, brand selected should be promising. An ideal brand needs certain qualities.
For example, it should be brief, simple and easy to remember and pronounce.
Similarly, it should be suggestive, decent, attractive and as per the current tests and fashions accepted by consumers. Research department suggests appropriate brand names to the products of the company.
For this, surveys are conducted and information is collected through interviews, etc.
Such studies offer suitable guidance to management for the introduction of appropriate brand name for the product.
The research team will provide necessary information on the basis of which the management will have to take final decision regarding brand name. This decision is critical as the results (good or bad) will be available only when the brand is actually introduced in the market.
Branding Research can be done at every stage of Brand building process, the various researches related to Brands are:
1. Brand Character Research: The brand character research can be done using both qualitative and quantitative techniques.
Qualitative research involves the understanding of:
Personality of each option
Fit with the name of each option
Fit with the brand association of each option
Fit on the pack
Fit with the proposed role in advertising of each option
Comparison among the character options
Fit with specific brand extension options
Quantitative research focuses on ascertaining the following information:
Thoughts evoked by each options, and grouping of these thoughts as positive and negative
Likeability of each option
Specific likes and dislikes of each option
Uniqueness of each option
Comparison of each option with the symbols of the competition
Rating of each option’s fit with the pack
Preference amongst symbol options
Preference amongst name options