Strategic Research

Market Structure 

Provides a framework for establishing key components of the marketplace based on how products compete for

• Benefit delivery
• Situation appropriateness
• Need satisfaction

Corporate Imagery 

Focuses on the imagery projected by the corporation as a whole, rather than a specific brand. Is frequently used in a tracking mode if corporate advertising is in place.

Market Segmentation 

Identification and profiling of target audiences based on attitudes and beliefs about the category, as well as usage and reactions to specific brands:

• Who they are 
• What they want
• What they are like
• What is their selling proposition 

Brand Equity 

Concentrates on a single brand vis-à-vis its competition, to determine relative strengths and weaknesses related to:

• Product attributes
• End-user benefits
• Brand personality