GIM Brand & Image

Brand management in a complex world 

Topic
A brand does not only stand for the reliability of its portfolio on both the product and the image level. It also has to live up to the identity it promised the consumers. In its image, a brand combines desires, value orientations and value propositions which, eventually, provide the consumer with a feeling of safety and fulfilment in a specific situation.

Areas of application
GIM’s market research is based on this fundamental role that brands play in people’s lives. We look at brands holistically and always relate our market research to the developments in society. After all, these are the developments that brands must adapt to in order to provide real orientation. This fact opens up new research options regarding the development and testing of brands, their promises and their target groups. Our market research is therefore always closely connected to target group research and the research into consumption situations.

In the scope of our market research, we offer:

• Brand core analyses
• Brand developments: brand labs, value proposition research
• Research into the interplay between target groups and brands
• Integrated brand understanding
• Brand stretching studies
• Research and development of brand architecture
• and more  

Toolbox 
Our market research comprises a broad range of qualitative and quantitative methods. Apart from that, we also offer specialised and more complex solutions and models for every need. One of our central tools with that respect is our brand model B®AND. In order to fulfil the B®AND requirements, brands must meet three criteria: a) they must have a personality, b) they must show competence and c) they must provide a benefit. As a brand model, B®AND is systematically connected to our target group model CONSUMER. Both models together constitute the holistic brand/target group approach ICU™ Integrated Consumer Understanding.

Click here to learn more about the brand model B®AND as part of the ICU™.

Reference

Product sheet ICU™Brand