📊 Types of Branding Research
1️⃣ Brand Awareness Research
Measures:
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How many people know your brand
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How they recognize it
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Whether they remember it without prompts (unaided recall)
Tools: Surveys, social listening, analytics
2️⃣ Brand Perception Research
Finds out how customers feel about your brand.
Questions include:
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What words describe our brand?
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Do customers see us as premium or affordable?
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How trustworthy is the brand?
3️⃣ Brand Positioning Research
Helps define:
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Your target audience
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Your value proposition
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What makes you unique (USP)
Often done with:
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Competitor mapping
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SWOT analysis
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Market gap analysis
4️⃣ Competitor Brand Research
Study competing brands to identify:
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Their strengths
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Their weaknesses
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Their customer perception
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Their messaging strategies
5️⃣ Brand Identity Research
Focuses on:
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Logo, colours, fonts
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Visual consistency
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Tone of voice
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Messaging clarity
Used to redesign or refresh the brand.
6️⃣ Customer Experience (CX) Research
Examines:
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Touchpoints
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Customer journey
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Pain points
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Overall experience
7️⃣ Brand Equity Research
Evaluates:
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Customer loyalty
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Willingness to pay
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Trust in the brand
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Emotional connection