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| Solutions » Brand Perception Assessment |
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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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"Mezzanine was extremely professional,
delivered great information quickly, and
was worth every penny. Their work has
allowed us to be much more strategic and
more efficient with our marketing."
- Ross Nepean
VP Marketing, TAB |
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"Mezzanine did a very nice job combining
speed, efficiency, professionalism,
commitment and contacts to provide very
powerful insights. We were very pleased
with the end product."
- Scott Wilson
Capital One Canada |
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"Mezzanine was responsive to issues
raised in a complex department and was
able to examine the underlying issues
independently and objectively. The
methodology for analysis and the
template that they provided will enable
our department to move forward in a
timely and effective manner."
- Tom Freeman
Professor and Chair, Department of
Family Medicine, UWO |
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