Which attributes most closely define your brand? Which other brands are challenging you for this space? How differentiated is your brand and where might there be white space?
These are all critical questions for a marketer or indeed anyone managing a brand, but answering them isn’t always straightforward, as the following example illustrates. It’s from a real-life study of how buyers of corporate IT systems perceive different vendor brands.
In this survey we asked buyers whether they associated our client’s brand and thirteen competitors with ten attributes which previous qualitative research had identified as important in this market. For each attribute, their answer could either be that they did associate the brand with it, or they didn’t. Continue reading