Composition of Brand Recognition Research / Testing

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Brand Recognition research / testing covers seven traditional areas of
marketing research.

1. Advertising and promotion research - how effective is advertising -
do potential consumers recall the advertising, understand the message
and does the advertising influence consumer purchasing behaviour?

2. Brand equity research - how favourably do consumers view the brand,
does it gain market share through advertising and is it associated with
its activity?

3. Brand name testing - what does the name project into the
marketplace and how do consumers feel about the names of the products?

4. Concept testing - to test the acceptance and relevance of a concept
by target groups of consumers.

5. Consumer decision process research - to determine what motivates
people to buy and what decision making process they use.

6. Positioning research - how does the target market see the brand
relative to competitors? What does the brand stand for?

7. Segmentation research - to determine the demographic,
psychographic, behavioural characteristics of potential buyers and
their households.