At DJS Research Ltd we offer bespoke services. We have no ‘off-the shelf’ packages to sell, we look at each project with a fresh pair of eyes – including how we go about conducting branding research.  However, we do believe that there is a clear trajectory (see diagram below) on which the top level is the eventual purchase or commitment to the brand.

 

 

We believe that good performance at one stage does not guarantee good performance on the next.  It is perfectly possible for example for everyone to have heard of your brand, but know nothing about you or not particularly like the brand.  In addition, it is quite possible that someone can like your brand, but not choose you because they believe you are not the brand for them for whatever reason.

 

What is clear is that to become the adopted brand, it is vital that the brands values match the buyer or users needs. To ensure that needs are met, it can be helpful to understand how the brand performs on both hard and soft measures.  We call these things brand tangibles and intangibles, and we believe that successful brand related research takes into account both of these:

 

• Brand tangibles – these are the things that a customer can physically see.  This could include price, colour, ability to do the job, service.  Perceptions must meet expectations to progress up the trajectory
• Brand intangibles – focuses on brand imagery.  Perceptions of brand imagery are often based on interaction with the company and the product itself, plus impressions from media. 

 

This offers us insight into why so many companies may build awareness, fulfil the needs of the market, but still fail.  They may fail because the brand is not one that people want to do business with. 

 

Brands are built on meeting needs and providing something that is different to competitors.  But brands cannot stand still.  Today brands stand the threat of technological advances, making copying points of differentiation easier.  They may also have to take into account world issues such as global warming and environmental issues.  As a result, brands have to evolve and points of differentiation may have to change over time.

 

Our aim is to help you understand where your brand currently performs vs others in the market and how it can move to the next level.  This entails evaluating performance of you vs competitors, but also understanding what is important to consumers in the market.

When conducting your branding research we have experience of using a number of methodologies, including in-depth interviews (face to face or telephone), group discussions, on-street interviews, telephone interviews, online research and self-completion surveys (e.g. postal surveys).

After listening to your requirements, we would recommend the most appropriate branding research methodology in order to meet your objectives. 

Branding Research In Business to Business Markets

At DJS Research, we undertake branding studies on behalf of businesses which sell to other businesses as well as consumers.
Through the research that we have conducted in this sector, we realize that much of the theory around branding and differentiation is based on consumer markets.  When conducting research in this area for business-to-business companies, it is vital that we seek to understand any unique situations which may affect the brands ability to become the adopted brand.  For example:

• In some markets, buying relationships may have been in existence for years, and it may be difficult for new competitors to gain entry.  It can also make comparisons with competitors difficult since buyers may have little experience of using different products and generating brand comparisons (apart from those based on brand intangibles)
• Preferred supplier relationships can exist – potential users may prefer different brands, but are not able to buy these due to supplier agreements.  As such, it may be difficult to become the adopted brand
• Differing needs  between technical and purchasing personnel can mean that depending on the relative strength of each within an organization, price focused brands may win, but in others those with a technological focus win
• Those selecting products in companies have a wider audience to please.  They cannot just purchase based on their own perceptions, but have to take into account their internal audience as well as their customers
• Monopoly situations may exist – it may be virtually impossible to choose other brands
• Many business-to-business companies do not have the marketing budgets of large consumer companies making even simple tasks like awareness raising more difficult
• Relationships are often serviced face-to-face or by telephone.  This provides many more touchpoints for the brand.  This can be a strength, but it can cause confusion if the people say different things to what the brand image stands for

At DJS Research, we understand the differences between consumer and business-to-business branding.  We have successfully conducted branding research in a range of sectors including:

Construction

Chemicals

Telecoms

Finance

Training and education

Textiles and apparel 

Your branding research project will be conducted by a Senior Consultant (a researcher with at least 12 years experience) from start to finish. They will have hands on involvement at all stages of the research, including attending all meetings, set up, topic guide/questionnaire design, conducting the majority, if not all of the qualitative fieldwork, project management, analysis and reporting.

At the analysis and reporting stage, we believe our value-added analytical approach (utilising techniques such as factor analysis, cluster analysis, key driver analysis, regression etc...) is a major competitive advantage. This basically means transforming the data into clear, concise and actionable information which you can use!

 

If you have a branding research project in mind, feel free to get in touch. We would be happy to put forward a research proposal or discuss more informally how you could progress things. You can call us on +44 (0)1625 573573 or contact us through our online form:

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