Brand Management

Brand Management

Is your brand on the way up, or living off past successes and going stale? Do you have a compelling and differentiated brand proposition, or are you sitting in a crowded and generic emotional space? We eliminate the guesswork of brand management with predictive modelling, tracking and positioning to help you do more of what works and less of what doesn’t.

Brand Positioning

What is my brand’s personality in the minds of consumers… and what could it become?

Brand positioning demands a rigorous, empirical approach to reveal how the personality and values of your brand are perceived. You don’t just need to know where your brand is in relation to your competitors’, but also where you can go, how to get there and what the likely benefits and costs will be. Bonamy Finch’s proprietary OCEAN~Brandscape technique is a compelling framework for the development of insight-driven brand identities.

Employing a strong set of assessment criteria within a cross-category context, it takes into account your brand’s heritage, current business strategy and consumer perceptions to identify lucrative white space in the brand landscape.

Brand Equity

How strong is our brand, what are the sources of its equity, and what is it worth to us financially?

When all is said and done about brand equity, more seems to be said than done! There are many interpretations of what equity actually is, how to build, maintain and measure it, and what it actually means for the financial health of your business. Based on many years’ experience of brand research, and drawing on disparate streams of prevalent thinking, our framework structures brand equity into three levels: person, price and corporate value.

Our analytical approach captures consumers’ perceptions of your brand on key measures of strength, quantifies what this means in terms of the price premium your brand can command – and, ultimately, how this impacts the financial value of your company.

Brand Extension

What categories is our brand most strongly associated with in consumers’ minds, and where might we take it next?

Can you take the equity of your brand in a particular category and exploit it to drive a successful launch in another? It’s a shortcut to growth if you can, a potential disaster if you find out too late that you can’t. Our brand extension approach explores the multiple category associations that characterise modern, international brands, and establishes the cognitive connections between the brand and potential extension categories.

To avoid clichés masking true potential, we analyse consumers’ indirect associations  to pinpoint high-potential categories into which you can stretch your brand.

Case Studies

 

 Brand Positioning

Identifying automotive brands to fuel strategic ties with a petroleum giant

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 Brand Equity

Switched-on appliance manufacturer benefits from global brand tracking portal

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 Brand Extension

Toy brand plays the
brand extension game

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