Brands are on everyone's lips, no matter in which branch - advertising agencies, management consultancies, and market research institutes all offer different types and perspectives of brand consulting. But do experts relate the same meaning with the term brand? In our organisational seminars, we concluded that, when asked the question "what is a brand", a lot of times different point of views prevail.
To find a common base, ADJOURI: Brand Consultants conducted a research project with the aim to analyse the meaning of the term brand itself. Under the question "What do you associate with the term 'brand'?" 164 advertisement specialists have been questioned within Germany. In this project we used the Brand Ambassador® approach. The first step was the Freelisting which collects different meaning to a brand with the aid of free associations. In the second step all advertising specialists had to evaluate their own associations of the brand with a ranking. This way, the most important associations of a brand can be extracted.
Results of the Freelistings (n=164):
- Freelisting for the question: "What do you associate with the term
'brand'?" (164 Answers)
- Question 5: Which factors are important for the success of
a brand?
- Question 6: How important is quality for a brand? (In percent)
- Question 7: How would you define brand quality?
Exposition 1
- Question 7: How would you define brand quality?
- Question 8: Is a classic advertising agency qualified for brand
consulting?
Yes 62
No 71
The Triadtest:
At the moment the second phase of the Brand Ambassador® is conducted with the so-called Triadtest. More than 50 marketing managers, management consultants und advertisement specialists will bring the 15 most important brand associations into a meaningful context. Concretely: The Triadtest ascertains which brand associations are connected to each other in which manner. The result will be a cognitive map for brands.
Results of the study will follow soon.