A strong brand needs a solid
foundation for success and growth. MRI selects and uses the methodologies and diagnostics most appropriate
to developing an understanding
of your brand and category. With the consumer insights drawn from this process,
a complete analytic framework
for an understanding of the
brand is created.
Evaluative/Diagnostics
Determining brand identity, health, and differentiation is often
complex, and it requires a thorough probing and understanding the bonds between
the brand and consumer.
When designing a research questionnaire/discussion
outline, MRI considers the key issues involved in the evaluation of a brand:
*
The fundamental situation a consumer faces in the category defines the
territory in which the brand must play.
*
The problem a successful brand will solve is that fundamental issue the brand must address for the consumer. It may be rational; it may be emotional
*
The essential values of its category are those benefits - functional,
emotional, or aspirational - that the consumer seeks in the category
* The value triggers are those attributes of the brand that tell
the consumer your brand will deliver the essential values of the category. The
more triggers, the more successful a brand can be.
*
Finally, the competitive environment will determine how unique and powerful
your brand's value triggers can be.
