A brand is very valuable and an asset to any company. While this has long been accepted in consumer markets, brands often don¡¯t command the same respect in business-to-business markets.
l Maximize your brand's potential
It is all too easy for product brands to multiply uncontrollably with little or no thought for the consequences. The truth is, in many companies, so-called ¡®brands¡¯ are actually just labels ¨C basically a way of ordering products.
We firmly believe good brand management is not just a ¡®nice to have¡¯; it is absolutely crucial to CCMR marketing. By recognizing the strength of your brand, and giving it good direction, your company can attain high return on investment for relatively low cost.
To read one of our most popular publications on branding research, follow the link below:
l Our solution
At CCMR International, we always begin by establishing the facts. It¡¯s important for all interested parties to understand what their brand stands for, and what its values are. Furthermore, it¡¯s important to recognize how these compare with the values of your competitors.
l Brand awareness and interest
We tackle CCMR branding research with a structured approach, assessing your brand¡¯s value by measuring its performance at every stage of the brand funnel (shown below). This includes the vitally important component of awareness. Without awareness, the brand is effectively useless. Being able to measure interest is equally important since it enables us to determine whether your brand is in somebody¡¯s ¡®consideration set.¡¯
l Brand penetration and advocacy
It is important for us to measure both penetration ¨C that is the percentage of your target market that actually uses your brand ¨C as well as advocacy levels (those who are likely to recommend your brand).
A very useful way of measuring brand efficiency is to calculate the proportion of those that are likely to recommend your brand compared to the total number who are aware of it.
l Knowledge is power
The following webinar was recorded during our Go Beyond Webinar Series in June 2015. The webinar discusses 10 ways to drive your brand to top of the market - and how to stay there.
Key topics covered in the webinar include the brand funnel, differentiation, customer centricity, and brand performance.