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Brand Marketing Research

OnTrack BrandMentor®

Brand Equity Research:

Understanding why consumers choose a particular brand and the extent to which consumers are loyal to a brand is crucial to successful branding strategies. Strong brands command higher levels of customer loyalty and because brand strength can be used to drive premium pricing, strong brands frequently enjoy higher levels of profit.

 OnTrack BrandMentor® offers a complete tool kit for understanding the image and profile of brands and for assessing the overall health of brands.

Using different research techniques, our service provides a comprehensive evaluation including:

1. Exploring perceptions of brand values.
2. Understanding drivers of brand preference.
3. Measuring brand awareness and saliency.
4. Mapping current brand performance.
5. Classifying customer retention levels and commitment to brands.
6. Identifying tactical opportunities for improving brand performance.

Brand Image and Performance assessment:

OnTrack BrandMentor® helps you build up a consumer understanding on a product category and brand levels and hence, recognizing opportunities for innovation. 

The analysis produces a patent understanding of consumer needs and uncovers potential “fair space” opportunities for either new product development or dictated changes to conventional brand positioning.

  "A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless." Stephen King, WPP Group, London