Exploring brand image in the competitive context

Written by on May 13th, 2014 in ,


The Business Issue

The challenge within a functional category such as Cold & Flu is to establish relevance, credibility and differentiation with consumers.

What we did

This project sought to explore and understand how key brands and those of competitors are perceived within the Cold & flu category; specifically we looked to understand how brands in the category are positioned emotionally.

The project combined traditional qual groups, pre-tasking and semiotics across four markets to explore brand perceptions spontaneously and prompted using packaging & current advertising as stimulus.

The output

We were able to identify which brand characteristics were working for and against the brands in each market; how the brand performed against competitors, the threat they were under and how to take the brand forward to strengthen their position.