For us for Research International branding is a way in which consumers perceive products or services they buy. In other words, branding is a certain relation between a product or a service and a consumer. According to this definition, goal of brand researches is to understand how a certain brand is perceived (on the emotional and functional level) and finding its strong and weak sides. Motivation is purely financial the stronger the brand is, the better and longer relation with a consumer or a customer it has, and it means bigger sales.
In 2007 Research International launches a new toolbox for branding surveys, which will make it possible to monitor and predict brands strength now and in the future. Simon Svegaard, CEO in RI Denmark, who is responsible for launch and implementation of the branding effort in all of the European RI units, reveals the possibilities that the new toolbox implies.
Experts in.....
