The value of a brand

A brand is a symbol to which consumers attach thoughts, ideals, myths or sensations that go beyond the intrinsic value of the product or service. Brands are one of the most important non-tangible assets that organizations have to entice consumers.

What is branding?

Branding is a communication tool that allows you to identify a brand, to communicate the benefits and attributes of that brand and to differentiate it from its competitors. In that way, a good branding program can boost the sales of a product and makes the purchasing process easier for consumers.

Why should we do branding?

Nowadays the supply of products and services surpasses demand. That phenomenon has led to a "commoditization" of most products and services. Branding is a smart strategy that allows you to reach your financial goals and facilitates communication with consumers.

Our approach

Acertiva provides qualitative and quantitative insights that support successful branding strategies. We follow a rigorous but creative methodology to answer such questions as:

 What is our relationship with consumers, employees and suppliers? How do they perceive and live the brand?

 How relevant, different and esteemed is our brand?

 How strong is our brand? Is it gaining or losing strength?

 What are the motivations that drive consumers to choose one brand?

 Is our brand meeting the functional and emotional expectations of consumers?

 What are the results of our last branding initiative? Was the advertising campaign effective?

 What initiatives can bolster or damage our brand?

 Is our brand promise congruent and consistent?

Tools

In Acertiva we help you to choose the right tools to obtain accurate, timely and reliable information, to interpret the results and to give answers to your branding questions.

Among the most common tools that we use for branding research are surveys, focus groups, in-depth interviews, consumer panels and indirect observation.

Case

Situation

A worldwide leading publishing firm wanted to know what the perception of its brand among teachers was. Based on the results, the publishing company wanted to develop a branding strategy that allowed it to improve its position in the marketplace.

Findings

Through a research project that was commissioned to Acertiva, the firm found some critical aspects related to the positioning of its brand:

 The professional and emotional relationship professors have toward the most important publishing brands

 The way in which editorial firms are satisfying the needs of teachers and their students

 Knowledge of the brand drivers and the brand statement associated with its brand

Results

With the in-depth analysis provided by Acertiva, the client could develop a smart branding strategy that went beyond a mere slogan. Acertiva's suggestion was to focus on meeting one of the most basic emotional needs that none of the firm's competitors was satisfying.