Brand analysis
Brand analysis is a special market research discipline that investigates and analyses a brand and its characteristics. Some organisations – as Ogilvy & Mather – use the term FBI (Field Brand Investigation).
The analysis aims at detecting basic market information – such as information about the competition, competitors’ brands, consumer behaviour, trend potentials, brand image etc. – as well as central mechanisms of brand effects and perception.
A brand analysis results in an unbiased and objective evaluation of the current position of a brand in comparison to competitive brands. Moreover it reveals the brand’s general condition. The brand analysis serves as a basis for decisions on the creation, conservation, maintenance or abandonment of a brand, in particular regarding product brands.
For cost reasons large companies, such as Siemens, have decided in favour of their umbrella brand name and have abandoned a number of former product brands.
Further information: Image and brand analysis
See also:
Market research
Information
Competitor analysis
