Qualitative Research

Branding

As brands have grown in importance and attracted more attention, a lexicon has emerged amongst consultants, researchers, and others concerned with branding.

• Brand equity (the total accumulated value or worth of a brand)
• Brand essence (its core or distillation)
• Brand identity (the perception of a brand in the minds of customers and prospects)
• Brand image (its reputation)
• Brand positioning (its benefits and promises relative to competitors)

Each of these elements has a place when one seeks to develop, name, label, package, and communicate a brand for a product, place, or service. W5 can use multiple methodologies to evaluate your brand, assess some or all aspects of your brand, and make actionable recommendations for enhancing your brand to improve ROI and to simplify change management.

See also:

• Quantitative > Strategic Tracking