Post by account_disabled on Jan 4, 2024 2:32:24 GMT -5
Marketers and brand managers continuously measure and manage the brands they are responsible for through various research. Although the indicators we manage vary slightly from brand to brand, we mainly investigate the following. brand awareness It measures the extent to which a specific brand is recognized and remembered when a specific product group is mentioned, the extent to which the brand comes to mind in a specific category, the extent to which the brand's advertisement comes to mind, and the path through which the brand was recognized. brand attitude It measures a consumer's attitude toward a brand, how much they like it, how much they trust it, and how much they intend to purchase it.
brand behavior It measures the extent to which a specific action was taken directly toward the brand (purchase or visit) and when the action was taken. (Table 1) Categories of general brand research Brand research like this can be done Special Data on a single basis, but it's even more powerful when you get the numbers on an ongoing basis. In other words , we must be able to analyze from a relative perspective how much our brand awareness has increased compared to the past / how high our brand awareness is compared to our competitors, in order to understand the brand's influence and derive meaningful results. Therefore, it is very important to conduct brand research consistently.
(Figure 1) Example of results showing trends in brand awareness based on time series/brand So what research methods and metrics can you use to manage your brand? Let’s take a look at representative methods and their corresponding indicators. 1. Survey Surveys are the most traditionally used research method and are a way to investigate consumers' perceptions of a brand by asking questions face-to-face or online. Specifically, we conduct our research by asking the following questions: Below is the content of a representative survey. Please note that there are more diverse research techniques depending on the hypothesis you wish to test. Questions for brand awareness survey (example) Questions for brand attitude survey (example) Questions for brand behavior survey (example) By converting the consumer answers collected through questions into numbers, reorganizing them into a table, and publishing them as a report, you can intuitively check the consumer's perception.
brand behavior It measures the extent to which a specific action was taken directly toward the brand (purchase or visit) and when the action was taken. (Table 1) Categories of general brand research Brand research like this can be done Special Data on a single basis, but it's even more powerful when you get the numbers on an ongoing basis. In other words , we must be able to analyze from a relative perspective how much our brand awareness has increased compared to the past / how high our brand awareness is compared to our competitors, in order to understand the brand's influence and derive meaningful results. Therefore, it is very important to conduct brand research consistently.
(Figure 1) Example of results showing trends in brand awareness based on time series/brand So what research methods and metrics can you use to manage your brand? Let’s take a look at representative methods and their corresponding indicators. 1. Survey Surveys are the most traditionally used research method and are a way to investigate consumers' perceptions of a brand by asking questions face-to-face or online. Specifically, we conduct our research by asking the following questions: Below is the content of a representative survey. Please note that there are more diverse research techniques depending on the hypothesis you wish to test. Questions for brand awareness survey (example) Questions for brand attitude survey (example) Questions for brand behavior survey (example) By converting the consumer answers collected through questions into numbers, reorganizing them into a table, and publishing them as a report, you can intuitively check the consumer's perception.