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Brand Power

Brand Power is a comprehensive tool for use in the building and development of client brands.

The Brand Power Study is a unique product that originated through the cooperation of the agencies Fabrika and Ipsos Tambor with the objective of creating a sophisticated tool for understanding brands and their consumers in the Czech & Slovak Republics. Brand Power defines the positions of individual brands in the market and minds of their consumers, strengths and weaknesses of individual brands, and deficiencies in communication.

The methodological basis of this ongoing research project is the survey of a representative sample of 1000 (age 16 – 70 years) respondents, which is repeated once a year. We are able compare results starting from 2003.

Brand Power contains:

  • Approx. 1300 brands on the Czech market
  • Over 65 product categories
  • Over 500 lifestyle characteristics
  • Socio-demographic characteristics of the target groups of individual brands
  • Brand Power is carefully designed for the market conditions of Central Europe and fully conforms to all SIMAR and ESOMAR requirements.

WHY MEASURE BRAND VALUE AND STRENGTH

Brands

  • Are not just a logo on a product
  • Are a benefit that the consumer perceives added value to the functional benefits of a product
  • Are especially an emotional benefit
  • Exist only in the minds of consumers
  • Have a real basis in the quality and characteristics of a product
  • Have a strong influence on consumer shopping behavior
  • Are the bearers of values that the consumer attributes to a product
  • Are what remains when a factory burns down

Brand Strength

  • Is one of the most effective weapons in the competitive struggle
  • The stronger a brand is, the less it is threatened by the actions of competitors and market fluctuations .
  • Simplifies and speeds up the decision-making process of the customer
  • Creates a strong emotional bond between consumer and brand
  • Encourages others to try the product
  • Does not allow for doubts regarding quality
  • Is directly reflected in sales volume
  • Decides market leadership

Brand Power The Brand Power Tool Consumer Groups Positive/Negative Brand Pillars Brand Building Consumer Typology

Brand Power

Brand Power is a comprehensive tool for brand building and development.

It defines the positions of individual brands in the market and the minds of their consumers, their strengths and weaknesses, and deficiencies in communication.

Contact:

Jan Polák
Account Director
jan.polak (at) ipsos-tambor.cz
GSM: +420 603 532 920

Jakub Malý
Managing Director SR
jakub.maly (at) ipsos-tambor.sk
GSM: +421 903 727 128

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