Many firms measure basic brand awareness and preference with clients and prospects. Such measures are certainly useful, but a more in-depth approach to brand research and analysis provides important insights that can support immediate refinements to key marketing and sales activities. A 360º approach provides a conceptual foundation for designing a research program customized to your needs. It enables organizations to identify current strengths, weaknesses, and opportunities; improve the impact of existing campaigns; test new positioning initiatives; and create a baseline from which to measure improvements.

This ITSMA Update outlines the benefits of 360º analysis and provides a detailed overview of ITSMA’s approach to designing 360º brand research, including:

• Tying research to business objectives
  • Forming hypotheses
  • Making the right tradeoffs
• Transforming data into insight
  • ITSMA’s Market Positioning Guide
  • ITSMA’s Brand Investment Matrix
  • ITSMA’s Brand Equity Index
  • Competitive gap analyses