Market Survey Research Services Boulder City NV

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MST Research Inc
(702) 433-4772
1800 Tiger Creek
Henderson, NV
 
Las Vegas Sports Central
(702) 496-4420
2756 N Green Valley Pkwy
Henderson, NV
 
Trade Show Management Services
(319) 856-4787
3230 East Flamingo Rd Ste 8
Las Vegas, NV
 
Marketing Results Nevada Corporation
(702) 361-3850
2900 W Horizon Ridge Pkwy
Henderson, NV
 
GJB Enterprises, Inc.
(702) 614-4884
28 Candlewyck
Henderson, NV
 
Christie Marketing
(702) 575-2493
2015 Trailside Village
Henderson, NV
 
Osborn Marketing Specialists
(702) 735-2451
71 Oakmarsh
Henderson, NV
 
Vegas Ideas, Inc.
(702) 731-0556
3450 Tanto
Las Vegas, NV
 
Red Carpet Marketing, LLC
(702) 994-7282
3230 E Flamingo Rd Ste
Las Vegas, NV
 
Steven Flans & Associates, Inc
(702) 987-4857
2230 Bensley
Henderson, NV
 

What is Necessary for a Branding Exercise?

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Today, another question from the BSI Emailbag . Mark, a marketer from San Diego, California writes:

“Can you share the essentials of a branding exercise? Specifically, what workshops, surveys, etc. do you use to give the corporation a better idea of how their current brand is perceived and how the corporation goes about changing the brand over time?”

Mark, thanks for asking. First, I would try to understand how the brand in question is perceived by its most important audiences. I would survey its primary and secondary target customers on the following dimensions of brand equity :

    ∗ Unaided top-of-mind brand awareness within the appropriate product/service categories
    ∗ Brand differentiation (open ended question -- "What makes this brand unique and compelling compared to competitive options?" -and- closed ended scaled question: importance versus brand delivery for the most important category-related customer benefits)
    ∗ Brand value perceptions
    ∗ Brand convenience/accessibility perceptions
    ∗ Emotional connection to the brand
    ∗ Brand loyalty -- behavioral and attitudinal
    ∗ Perceived brand vitality
    ∗ Brand personality perceptions
    ∗ Other brand associations

I would measure the same for the top competitive brands and compare the results to that of the brand in question.

I would then lead the brand management and marketing team in an exercise of refining the brand strategy and position based on the aforementioned survey/analysis. Once we achieved consensus on the brand's revised strategy and position, we would translate that into a multi-year (2 to 3 year) brand plan, complete with objectives, strategies, tactics, resources required, timeline, expected outcomes, etc. I might also conduc...

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