How Does Market Research Collaborate In Branding?

Marketing is a discipline that seeks to enhance the performance of brands. This task is extremely complex and requires various sciences and specialties to meet its objectives. Market Research aims to know in detail the suppliers and consumers as well as the elements that influence each other. Years ago there was only talk of 4 p: place, price, product and promotion. In today’s blog post we will talk about the last two.

The product is the good or service that is offered. In order to distinguish itself from other similar ones that are in direct competition, an identity known as a brand is awarded to it. The brand is a fundamental element since it is even part of the assets of the companies. Let’s remember cases like soft drinks, computers and technology and fashion where the single brand is capable of positioning merchandise among people.

Promotion includes all actions that allow consumers to communicate about the product. Part of this activity includes knowing the means, messages and interlocutors valid for the recipients of the advertising guidelines. Correctly designing campaigns necessarily requires in-depth knowledge of the target consumer. To cover this requirement, it is necessary to characterize the segment in as much detail as possible: age, gender, socioeconomic level, values, needs, etc.

Market Research supports Branding efforts by being the provider of data and information that are the raw material for decision making or the starting point for brand design. Sometimes people wonder why branding projects tend to be so complex. The answer is based, in part, on the participation of market analysts. Without their findings, the results of the Branding area would be out of reality.

We cite some examples of close collaboration between both branches of Marketing. Desk research is critical to understanding products when they seek to refresh or consolidate their identity. For example, the tourism agencies of several countries promote country-brands and for this purpose hire agencies that provide them with the image. This task includes the definition of a concept that is sought to be transmitted, the elements of the destination that are sought to be projected and the background of the competition. This can be resolved by gathering and synthesizing documentary sources.

Another example of collaboration between the two specialties is found in the evaluation of prototype designs or final versions of brands with consumers. We have explained in other posts on this blog that it is a good practice to make brand proposals available to the public (with their well-known privacy restrictions) in order to find out if they meet the objective set at the design desks. Otherwise, people’s observations should be collected to reframe the problematic aspects. What is not measured cannot be improved says a maxim.

In summary, the process of generating, reformulating and maintaining the image and communication campaigns of the brands goes through the collaboration of experts in the understanding of the markets. Although different areas of the same object of study are worked on, each one has experiences and skills that are difficult for the same person to master at the same time. Sufficient effort and investment implies designing isotypes and its identity manual as well as planning an operation to collect interviews at points of affluence.

At Acertiva we have almost 20 years of experience developing research solutions for clients from different areas. Are you going to develop a project in Latin America? Write us today to tell you how we can become your potential regional allies.

Imagen ilustrativa de un carrito de supermercado miniatura - Imagen de Alexa en Pixabay (Español) / Imagem ilustrativa de um carrinho de supermercado em miniatura - Imagem de Alexa no Pixabay (Português) / Illustrative image of a miniature supermarket trolley - Image by Alexa on Pixabay (English)