The brand core is the genetic code of the brand. It represents the actual substance of a brand and is determined more closely by the brand personality and the brand's life cycle. The brand core has to reproduce the “big picture” of the brand. Know-how about the brand core is indispensable for strategic brand management.
Target.
The brand core analysis is a status quo determination of a brand and its culture. It examines brand perception and positioning in the competitive environment from a variety of perspectives. These studies are focused on the identification of the values and competencies that characterize a brand at its core. Core value analyses thus evaluate the central and enduring basic values of a brand that go beyond the superficial image.
Possible insights
- Unaided and aided brand awareness
- Brand presence
- Spontaneous associations
- Familiarity with the brand
- Detailed brand rating
- Image evaluation
- Brand attractiveness
- Brand connection
- Brand loyalty
- Uniqueness of the brand
- Brand strength in a competitive environment
- Competitors
- Recommendation
- Purchase and usage intent