|
 |
|  | |
|  | |
|
|
|
|
|
 |
|
|
|
After customer feedback is collected in Brand Interviews, we begin the process of
making sense of the Brand DNA scores, Competitive Attribute scores and Interview
transcripts.
Brand DNA Attribute Ranking - Customer attribute choices made during Brand Interview research always surfaces a clear pattern with regard to Brand DNA. This part of the research is valuable for many reasons: it provides rich material for later use in marketing communications; it can validate ( or point out deficiencies in) existing positioning and messaging; and it gives a picture of the brand from many different viewpoints.
Brand DNA scores indicate which attributes customers attach to your brand in each of
five brand dimensions; Category, Character, Benefits, Difference, and Credibility.
|
|
Competitive Attribute Ranking - This is an extension of the "Difference" brand
dimension, except that customers rank competitors in the brands category as well. Because
this research replicates somewhat the actual environment in which customers make buying decisions,
useful differentiation surfaces immediately. When analyzing the results of Competitive Attribute ranking,
we look for clusters of high numbers (usually marked in red) for clues to refine and articulate
differentiating attributes.
Competitive Attribute scores give a complete picture of where a brand stands
in relation to competitors.
|
|
|
