A brand is the sum total of all that is known, thought, felt and perceived about a company, service or product.
Brand research in itself is a wide and diverse area. Gundabluey Research looks at critical elements of the brand journey including:
- Brand equity and brand loyalty
- Brand awareness and conversion rates
- Brand positioning and brand personality
- Brand purchasing behaviour
- Brand and image tracking
Research approaches vary according to the business issue, but undermining the research is a need to provide strategic direction into the drivers of brand loyalty and the creation of a strong brand and strong advocacy to that brand. Qualitative and quantitative techniques are required, and tracking through social media as well as online community panels adds a new flavour to the standard research techniques.
NAB Case Study
The Australian Market & Social Research Society
www.amsrs.com.au
