Sales and Marketing Consulting in Toronto  
Solutions  »  Brand Perception Assessment
 

How will a Brand Perception Assessment help you?

  • Do you know what customers think of your brand?
  • Do you know what your channel partners think (and say) about your brand?
  • Are you wondering about the impact that brand perception has on the sales of your products?
  • How do your sales, marketing and training activities improve or damage your brand perception?
  • Do you know how your brand compares to others in your category?
  • Is your brand strategy executed consistently across all areas of your company?
If you are facing any of these issues, Mezzanine’s Brand Perception Assessment will bring you the answers.

A Brand Perception Assessment delivers insight and data on how your brand, products and services are perceived by your market – both the customers who buy the product, and the channel partners who sell it. We use a proven methodology to determine the elements that comprise and impact brand perception and then measure perceptions of purchasers and channel partners on these elements. We establish your brand position in the eyes of your buyers, and how that brand perception impacts your success.


Our Approach

There are 4 stages in a Brand Perception Assessment.

Stage One:
Identify the appropriate target audience for the brand perception assessment (purchaser, channel partner or both) together with you. Establish the information objectives and variables that impact brand perception among these audiences. Create the question frameworks tailored to different audiences as needed.

Stage Two:
Execute interviews with buyers and channel partners (eg retail associates) to understand their perception of the brand based on individual criteria as well as overall. Gather qualitative insight as well as quantitative data. Interviews are often conducted in-field with retail associates or while consumers are browsing categories. They can also be conducted by phone or online depending on the nature of the product and sales process.

Stage Three:
Synthesize the qualitative insights from interviews and quantitative data from surveys. Identify the key elements that impact overall brand perception. Evaluate your brand position relative to competitors. Benchmark specific variables of brand perception to enable you to monitor changes in brand perception over time.

Stage Four:
Present practical recommendations to enhance or modify brand perception. Identify the strengths and weaknesses that differentiate your brand and how this impacts the purchase decision. Identify marketing or training messages, potential new products and service or product extensions that can enhance your brand perception among your market.


Benefits to Clients:

A Brand Perception Assessment quantifies the perception that buyers and channel partners have of your brand. It removes assumption and establishes the benchmark from which you can enhance or modify the perception of your brand. It identifies weak areas that you can address through product development, marketing or training. Knowing how your market perceives your brand ensures you pursue the right activities to keep it on track – and accomplish your targets.
 

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