Services

Brand Research

We measure brands through behavior and business impact — not just awareness.

The Challenge

Traditional brand tracking measures what people say, not what they do. High awareness scores create false confidence.

Who is it for?

Brand managers, CMOs and business leaders who want to connect brand investments to measurable business impact.

Our approach

We measure brands in three layers: function, credibility, and image. Different categories require different logic.

Deliverables

Brand strength index linked to purchase behavior
driver analysis per brand layer
competitor benchmarking
positioning recommendations.

Related reading

Read more about the methods and perspectives behind our work.

What is brand strength?

Brand strength is a measure of how much a brand influences future demand and price level. It is not about how many people know the brand, but how much the brand actually drives purchase decisions and willingness to pay.

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Why NPS rarely leads to better decisions

NPS (Net Promoter Score) measures recommendation intent, not actual loyalty. The link between what customers say they would recommend and what they actually do is weak. NPS gives a number, but rarely an actionable insight.

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Attitude vs behavior

Attitude data (what customers say) and behavioral data (what customers do) often do not match. Surveys that only measure attitudes risk giving a skewed picture of reality. The key to reliable insights is combining both.

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How to measure brands properly

Measuring brand properly means connecting brand perception to actual purchase behavior. It requires a combination of attitude measurement, behavioral data and economic outcome metrics, not just awareness and preference.

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Why brands must be understood through category

What brand means varies dramatically between categories. In low-involvement categories, brand is about recognition and habit. In high-involvement categories, it is about trust and risk reduction. The same measurement method cannot be applied across the board.

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Interested?

Get in touch to discuss how we can help.