Our expertise:
brand

Your brand, your success

A strong brand is the heart of a company, its identity and capital. A company’s success stands or falls on the perception and impact of a brand internally and externally. In addition to a high level of brand awareness, a strong brand image is paramount for this purpose. Ideally, it provides the consumer with an added value to the product’s benefit. It thus ensures a unique position in the competitive environment.

The added value is all the greater when brands and products trigger positive experiences and feelings in the customer.

For example, when offering similar products, emotions often replace lengthy information gathering and time-consuming decision-making processes. Unconscious processes play an immense role in this situation. This is because only a fraction of what constitutes a brand is consciously learned.
Successful brands know this fact and are deeply anchored in the subconscious and positioned there differentiated from the competition.

Please read about the processes and tools we use further on this page.

How is my brand perceived?

What subconscious image does my brand have?

How does my brand perform?

What is the best way to differentiate my brand?

How is my brand received?

Knowledge pool

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Sören Scholz CEO Products & Methods soeren.scholz@interrogare.de +49 521 / 557 810-187

Processes and methods

Brand Cue Analyzer (BCA)

Testing brand design elements: The effectiveness and significance of visual elements of the packaging design are analyzed. To do this, a brand must be identified on the basis of individual elements that are shown one after the other. In this way, the importance of the individual cues can ultimately be determined.

Dies ist eine Interrogare Eigenentwicklung

Brand Switching Model (BSM)

Wechselpotenziale erkennen, Markentreue prüfen: Six steps to identification – a selection of relevant providers, the recording of the relevant perception dimensions, the determination of the degree of fulfillment of the selected providers, their influence on the switching potential, the selection of the ultimately preferred provider and the creation of the relevant set.

Dies ist eine Interrogare Eigenentwicklung

Choice-Based Conjoint (CBC) Analysis

Determining preference structures: Subjects choose their preferred one from different combinations of performance characteristics, and all potential combinations are queried (at least) once.

Competitor MindMap

Comparing associations: Subjective perceptions of competing brands are recorded by means of interactive web applications as mind maps – thus direct and indirect associations as well as the strength of associations and connections. An aggregation algorithm enables you to summarize and compare brand mind maps.

Dies ist eine Interrogare Eigenentwicklung

Consumer MindMap

Recording associations: Subjective brand perceptions are recorded by means of interactive web applications as mind maps – thus direct and indirect associations as well as the strength of associations and connections. An aggregation algorithm enables the summary of all mind maps.

Dies ist eine Interrogare Eigenentwicklung

Driver Analysis/Penalty Reward Analysis (PRA)

Analyzing influences: Impact drivers and influencing factors on overall evaluations are determined, and effective levers and options for the derivation and evaluation of measures are identified.

Emotional Branding Monitor (EBM)

Recording emotions: Implicit measurement method which determines the emotional activation of a brand or product in terms of type and strength by recording the reaction times and thus enables an exact positioning of the emotional perception.

Dies ist eine Interrogare Eigenentwicklung

Eintauchen

IMAGElab

Measuring brand image: Pair comparisons of important image-relevant characteristics enable the recording of the meaning and strength of emotional and functional aspects.

Dies ist eine Interrogare Eigenentwicklung

ImageMap

Recording imagery: In a web application, subjects assign images that are perceived as suitable for a brand/advertising material/product and then evaluate them with regard to the strength and type of connection.

Dies ist eine Interrogare Eigenentwicklung

Information Display Choice Based Conjoint (ID CBC)

Determining preference structures: Information is selected according to perceived importance by clicking on it and is then compared in pair comparisons. Methods for searching for information and the importance of characteristics are recorded in this manner.

Dies ist eine Interrogare Eigenentwicklung

Myers-Briggs Type Indicator (MBTI)

Identifying target groups: Methods for psychological customer segmentation based on personality traits as well as for the design of tailor-made customer communication.

Online Eye Tracking

Understanding attention: Perception and orientation processes are tracked in static ads and websites via the mouse movement by sharply displaying only a circular area around the cursor. Further variants are possible.

Qualitative Research

Personal research: Collection and evaluation of non-standardized data on the basis of open individual or group interviews, observations, documentation and diaries by experienced and trained qualitative experts.