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What are some good ways to test branding with target users?
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5 Answers
I believe that there several key things to test:
1. Do customers clearly understand the attributes you claim?
2. How important are the attributes you claim in your brand to the target?
3. What is the ideal set of attributes to customers?
4. What competitive offerings are similar to you or closest to the ideal?
If you can develop research to get at these questions, you will find good information and determine where you are versus your own objectives and the ideal to which customers might move.
I will approach this question in a different direction without repeating Mr. Schreiber's excellent introduction.
Market research is an excellent tool to "test" or "quantify" brand identity. This I believe is the lasting quality of a brand. With brand identity, it embodies all of the attributes of the messaging whether intended or unintended. With focus groups and ad recognition studies, brand identity can be established, and if unsatisfactory, it can be changed.
Thank you, Elliot, I have referenced and used your kind answer on our company blog, at http://osakabentures.com/wp-admin/post.php?post=586&action=edit&message=6 Perhaps you would be so kind as to comment there, on that or other English (we ave a Japanese blog as well) blog posts?
And then, I still hope to find more answers to this and my other questions.
Saul, thank you. However, the link leads to a Wordpress user sign-in page.
Thanks, Richard and Elliot. Let me also suggest my blog, particularly the #Quora-tagged posts in http://osakabentures.com/category/english-blog-posts/
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