A brand is an asset. We all accept this. It has long been acknowledged in consumer markets. Yet in business to business markets, brands are frequently treated irreverently.
It is very easy for product brands to multiply at an incredible rate with no thought for the consequences. In fact, many so-called brands are simply labels by which to order products.
At IDEALWEEN, we believe good brand management is one of the most powerful tools in business to business marketing. Understanding the strength of your brand, and giving it good direction, can take it further, delivering a high return on investment for a relatively low cost.
Our starting point is always to understand the facts. What does your brand stand for? What are its values? How do these compare with competing brands?
We tackle branding research with a well-defined structure. We assess the value of your brand by measuring its performance at every stage in the brand funnel, including one of the most important components – awareness. If people do not know about your brand, how can they consider it? Measuring ‘interest’ is equally crucial, allowing us to determine whether or not your brand is being included in the ‘consideration set.’