Brand Research

Your brand is one of your greatest assets. That's why it's critical to ensure its market position, as well as ensuring that the factors influencing brand loyalty and its perception mirror your expectations.

Maritz Research helps organisations gain a better understanding of their brand presence by delivering brand image and tracking studies for measuring customer brand loyalty, perceptions, choice, as well as other potential factors influencing loyalty. Through these comprehensive studies, we are able to identify brand choice drivers and, subsequently, track how brands perform on those drivers. This approach more fully reveals the consumer decision-making process and identifies the levers marketers can pull to influence brand loyalty and the overall decision process. In this way it will enable brand managers to take actions to improve the value of their brands and deliver better business outcomes.

Additionally, we bring an innovative, holistic approach to brand research - a measurement that goes far beyond traditional brand measurement systems and incorporates how individuals interact with brands on multiple levels. This includes consideration of an individual's overall relationship with a brand -- measuring factors influencing brand loyalty such as brand personality, emotion, as well as higher-order values an individual may obtain from the brand.

The Comprehensive Brand Audit

Maritz has combed the academic literature on brands and devised an efficient way to capture several concrete and intangible facets of brand-customer relations. The result is the Comprehensive Brand Audit, a deep-dive into the richness of your brand's relation to customers and potential customers.

This audit identifies which of the many facets are relative strengths for your brand and which of them drive business-relevant outcomes like brand affinity, brand worth and share-relevant measures (consideration, purchase probability, share of wallet).

Combining your brand strengths and which of those strengths drive business outcomes - we identify the important attributes on which your brand has advantages. These are the drivers of your brand equity.

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