Branding Research

What are the growth opportunities for your brand? Is your brand well positioned? What is the position of your brand compared to your competition's? Is your brand distinctive? Which associations does your brand have and which associations activate brand growth? Are the favorable brand associations activated? How do you get consumers to buy your brand? How do you become the preferred brand in consumers' minds?

Find out answers to these questions by measuring your brand in consumers' brains - the only places where brands exist. Neuro branding research is the best way to consistently create brand growth by linking relevant associations to your brand.

Neuro branding research: quick turnaround - results within 3 working days

Proven to be effective

10+ jaarresearch

fMRI

RIATmeasuring associations

Neurensics uses the scientifically proven NeuroBranding method to conduct branding research. It consists of two techniques - fMRI and Rapid Implicit Association Task (RIAT). The usage of either technique depends on the question you want to ask.

We guarantee that the insights provided by branding research will improve your marketing communications and create a stronger brand for you.

RIAT: which associations fit your brand?

Why use brand research?

Brand research can be used for various purposes:

Image research:
- Which associations do consumers have with your brand and how do you change them?
- Which associations ensure that your NPS increases?
- Are the brand associations sufficiently distinctive compared to your competition's?
Brand positioning:
- How strong is your brand compared to your competition's and how do you strengthen this?
- Which brand associations should you focus on to increase purchase intention?
- Which brand associations promote switching behaviour in consumers (i.e. switching to your brand)?
External branding:
- Which associations should your communication evoke to achieve desired effects?
- Do the marcom expressions evoke the desired associations?

Our approach

We use scientifically proven quantitative and qualitative research methods to examine consumers' unconscious perception of your brand. Through a unique combination of techniques, we can reveal a full picture of your brand in consumers' minds.

Listing relevant brand associations
Together, we draw up a list of brand associations relevant to your brand category and select competing brands to include in the study.
Cluster analysis of associations for behavioural intent
In a preliminary study, we use a cluster analysis to determine the associations relevant for behavioural intent, such as purchase intention or NPS.

Measuring the associations in consumers' unconscious minds
After listing bran associations, the associations are measured with RIAT: a quantitative association test with time pressure. In RIAT, participants have to indicate whether the presented association fits the brand as quickly as possible. By doing so, we eliminate conscious thinking and over-rationalisation, and measure the extent of an association 'embeddedness' in consumers' brains.
Identifying associations for potential brand growth
We determine the associations that fit your brand and would promote brand growth. Interestingly, this also reveals the 'Achilles heel' of your competition's branding strategies.
Calibrating brand associations in the brain with fMRI: Neural Brand Signature
The brand associations can be calibrated in the brain with fMRI, creating a Neural Brand Signature. This reveals the network of associations in the brain. This step is used to assess whether marcom efforts have contributed to long-term brand effects.

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