Brand Practice: manage, extend and grow brands
MMR's practice on brand management is focused on using an understanding of customers and products to help our clients make great brand decisions. Within branding, our studies tend to focus on three areas:
- Brand tracking and management
- Brand equity, image and extensions
- Brand positioning
Brand Tracking and Management
MMR™ studies examine brand performance in the market and track changes in both brands and markets over time. We use this knowledge of brands and markets to develop strategies that improve the efficiency and effectiveness of marketing activities. Brand tracking and management studies uncover opportunities to grow brands, and identify market segments to seek increases in market share.
Brand Equity, Image and Extensions
For brands, image is the key measurement. MMR studies help determine if the image is instant, positive and unique in the category and what about it motivates purchase. Together with segmentation analyses, our studies help understand consumer perceptions and build the optimal brand image for the right target group. We test elements of the marketing mix like packaging and line extensions to make sure business decisions have the right impact on image.
Brand Positioning
When done right, positioning is a key source of competitive advantage. Locating an attractive and defensible competitive position can make marketing mix decisions easier and marketing spending more effective. Our brand positioning studies seek to identify the right positioning for a given brand, and also seek to identify the product attributes and customer segments that are core to the most attractive market position.
Claims and Advertising Substantiation Practice »
MMR helps clients develop reasonable proof for claims made in advertising, packaging and other marketing communications. Companies often compare their products to competition, stating that their product tastes the best, is more effective, or is preferred by consumers. The Federal Trade Commission views such claims as promises to consumers that must have a basis in fact before the claims are disseminated. MMR provides objective surveys and professional advice to ensure the support for your advertising and packaging claims is scientific and reliable.
Read More or Download the Claim Substantiation Brochure
Don't Just Guess. Know the Answers to Your Success »
MMR's expert research techniques can give you the answers you need to be competitive in the marketplace.
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Speak to an MMR Professional Today »
16501 Ventura Blvd., Suite 601
Encino, CA 91436
Phone: (818) 464-2400
Fax: (818) 464-2399
MMR Holds Memberships in the Following Associations »
