Brand Equity & Message Testing

 

What is it? 

Brand Equity & Message Testing Research refers to a type of marketing research focused on understanding how a brand is perceived in the market (brand equity) and how effectively brand messages (e.g. taglines, ads, social media, influencer communications, value propositions, etc.) resonate with your target audiences.

Your brand and your messaging are the key drivers in how your customers perceive and  value your offerings. They are also effective moats against competitive encroachment. Managing these intellectual assets requires testing, measuring, and tracking their performance. 

Brand awareness and equity measurement involves testing for the following elements of your brand:

• Awareness - Do people know you brand?
• Perceived Quality - How good is your brand perceived to be?
• Associations - What values or ideas are linked with your brand?
• Loyalty or Affinity - Do people stick with your brand over alternatives?
• Emotional Connection - How deeply do consumers care about your brand?

Message Testing Research involves assessing how well your communications (ads, slogans, positioning statements, etc.) are understood, remembered, and liked. Your communications and messages will be tested for the following:

• • Clarity (Is the message easy to understand?)
  • Relevance (Does it speak to the target audience's needs?)
  • Differentiation (Does it set the brand apart?)
  • Motivation (Does it drive action?)

When should you use it?

• Launching a new brand or doing a brand refresh
• Entering new market segments or expanding to new geographies
• Launching a new product or service
• Developing a new marketing campaign (pre and post campaign testing)
• Post-crisis or PR issues-to gauge damage to brand equity
• Tracking brand health over time
  
  

What problems will it solve for me?

• Avoid miscommunication: Ensures that your messaging is interpreted the way you intended
• Improve ROI on marketing spend: Helps you prioritize messages that will be more effective and avoid waste
• Identifies brand strengths & weaknesses: Gives insight into how your brand is truly perceived versus competitors
• Informs strategic decisions: Offers data to back decisions about positioning, targeting, and creative strategy
• Detects gaps between brand intention and audience perception

For more information or to receive a demo and briefing, please contact us at insights@svrg.net