Case Study 2: Brand Perceptions and Positioning Research
Objectives
Redshift Research undertook a multi-client study for the major leading forklift truck manufactures in Europe to evaluate brand perceptions across the key country markets. Brand positioning research explores which brand associations are most relevant and salient. Understanding which brand values are most important provides a steer on which market messages to promote across advertising and communications programmes. A further objective was to evaluate the extent to which current marketing activities have had the most impact.
Research Programme
A total of 1,400 telephone interviews were conducted in UK, France, Germany, Italy and Spain. The research measured brand perceptions, awareness and buyer selection issues, as well as perceived brand performance across a range of product and service issues. Key outputs also included brand loyalty measurement, using Redshift’s Company Health Check methodology.
Brand Mapping
Brand maps are an effective way to summarise complex data on brand image and associations, represented simply in a two dimensional map. Researchers use them to explore brand image and associations and a brand map provides a simple View of which characteristics are most associated with competitor brands.
Brand Loyalty
Brand loyalty is a key element of brand perceptions research. Various loyalty measurement techniques can be used including the so called “net promoter” technique frequently used in the USA. In this research, Redshift evaluated loyalty based on four distinct measures of :- advocacy, satisfaction, purchasing intentions and brand commitment sentiment. For each brand, customers were classified as “endorsers”, “passives” or “critics”.
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