In recent years marketeers have attached increasing importance to the value of brands, both in terms of developing image and positioning strategies, but also in their quest for creating customer loyalty. Market research can be employed in a number of ways to assist in the development of brands and for tracking their value

Market researcher and marketeers alike often refer to "Brand Equity". There are many aspects of brands which can be usefully measured, but in very broad terms, brand equity research provides a series of powerful measurements for assessing the health of brands.

Our Brand Equity research service offers a complete tool kit for understanding the image and profile of brands and for assessing the overall health of brands. Using qualitative and quantitative research techniques, our service provides a comprehensive evaluation including:

1. Exploring perceptions of brand values
2. Understanding drivers of brand preference
3. Measuring awareness and saliency
4. Mapping current brand performance
5. Classifying customer retention levels and commitment to brands
6. Identifying tactical opportunities for improving brand performance

Email us for more information, or to discuss your needs in more detail.

For more information please refer to Benchmark's introductory guide to Brand Equity Research.