Image Studies

Sometimes the value of the brand name itself is the focus of interest, that is to say, how important one's brand is in marketing a product or service (Brand Equity). This type of study permits the evaluation of the market position of the brand name in use.

In these cases, the perception of quality of the client's products are compared with those of the competition. Product attributes are also evaluated, which allows for a more detailed analysis of customers' identification. This allows the client to adapt the product to fit consumer preferences.

With these studies, it is possible to measure what the client's perception is with respect to the product or service and with regards to product quality. They also allow a determination of the importance or "weight" the brand name has vis-à-vis the product itself.

Related links

» Perceptual analyzer
» Consumption, Use and Attitudes
» Monthly Advertising Follow-up
» Advertising Penetration
» Evaluation of Advertising Campaigns
» Brand Presence
» Investigation of Names and Concepts
» Center for Qualitative Research