Brand Building Needs A Brand Image Study By A Good Qualitative Market Research Agency

Brand image studies are commissioned by corporations as part of qualitative market research to understand what their image is, in the minds of customers, and how to reposition themselves. This is critical for brand building.

One of the ways in which we, at Coral Research Services, conduct qualitative market research for advertising agencies and brands, is to conduct a Brand Image Study. Every brand has some kind of impression in the consumer’s mind. In other words, I can say that every brand present in the market has some kind of image in consumer’s mind. Some brands are perceived to be young and modern and thus thought to be fit for some particular age group or some particular lifestyle or kind of people. e.g. a watch with psychedelic colored straps for the young and upwardly mobile.

Then there are some brands that are perceived to be old, yet trustworthy. A watch company that has been around for almost 100years for example.

Similarly, there could be brands that are perceived as outdated and one thinks that they are not doing anything that gives them an edge over their competitors.

It has also been observed that brand image plays an important role in the consumer’s mind and is considered when a customer chooses a particular product or service.

That pretty much explains why businesses, after a certain period of time, wants to know about their brand image from the consumer’s point of view and accordingly try to reposition their brand image through various communication strategies.

Thus, in today’s times, if a company wants to survive in this competitive world, then it is evident that they all must deliver according to market trends; they must deliver keeping the consumer’s need in mind. No point in just following the trend if the product adds no value to the consumer’s life.

Qualitative Research skills help us know more about the consumer’s interest towards a product or service. Understanding the consumers’ mindset is critical for brand building and brand communication strategy.

Ref:- http://www.coralresearch.in/blog/2015/09/19/brand-building-needs-a-brand-image-study-by-a-good-qualitative-market-research-agency/