Services > Brand & Image

What is your image in the marketplace? What are you known for and how steep a hill do you have to climb to achieve the market penetration that you desire? Are you seen as an industry leader by your target audience? Who are your key competitors and what will give you an edge over them?

You know that these are some of the many crucial questions that you face in your quest for market share. We will craft a study program to answer these image questions for you!

Case study I

A leading shoe manufacturer needed to understand its customers' perceptions of its brand in advance of a potential brand repositioning and advertising campaign. It also needed to understand the strength of its position in the overall marketplace and how prospective customers placed the brand relative to competitive brands.

Market Trace crafted an awareness and usage study that looked specifically at customer and non-customer attitudes on a variety of metrics and included the perceptions of independent retailers to gain an overall picture of the marketplace and the client brand's position and depth within the market. With this information in hand and the insights it provided, the client was able to focus in on the key marketing issues and plan for a successful expansion in market share.

Case study II

A technology firm that had recently acquired another firm with a strong brand image in an industry sector wished to understand the brand equity it had purchased and how important it was to maintain this brand name.

Market Trace undertook a research study among customers and prospective customers worldwide to ascertain the relative strength of the client brand name and the acquired company's brand name. On the basis of the study findings it was decided to retain the acquired company's brand name, as it was so much stronger in this market segment than the client brand name.