The power of a good brand name is evident wherever you look. We all know of traditional brands that appear in consumers’ baskets in every weekly shop, so it pays to make sure that your brand, as well as your products, is popular with your core consumers.
But how can you measure the power of your brand?
The best way to assess the impact of your brand is with a two stage central location test. Testing your product against those of your competitors in a blind taste test, i.e. without the influence of branding, will show the acceptance of your product alone, by the typical consumer.
Following this with a repeat test, this time with the addition of the brand, will show the combined acceptance of your product along with your brand.
When the data from these two pieces of research are combined, it will show either a positive, or negative impact of your brand on consumer perception of your product.
The Case Study
A leading private label magazine wanted to establish the influence of branding on the consumer when it came to their perception of baked beans. As such, they requested we carry out a piece of research to investigate the effect of branding.