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A powerful starting point to get to know the situation and status of a brand.
It’s a qualitative methodology that performs a comprehensive scan of the brand and besides providing a general market diagnosis; it visualizes opportunities, barriers and threats. It’s complemented by a quantitative evaluation that offers a picture of the most relevant brand variables and of its competition with norms for the main indicators.
It analyses all the components of a brand, portfolio, product/service, communication, package design, promotions, purchase venue, promise, benefits, everything VS the competition, with the purpose of detecting factors for improvement, communication elements and growth opportunities
It’s ideal for discreet or new brands; unknown categories, brands with a low marketing activity or with limited information; sub-brands that want to develop their own personality within de mother brand portfolio; to explore products or brands that are admired or that represent a challenge, etc.
The exploration is carried out within the context of the macro-categories where the brand fits into, so that opportunities beyond those that are easily observed in its own category can be detected.