U INSIGHTS – BRAND DRIVERS
What drives the brand,
drives the business!
“The most important brand drivers to us are the ones we agree on and that we actually use.”
– says Global Strategy Lead, Branding and Marketing at Ørsted, Jonathan Lang. Lang talks about the need for brand drivers to be deeply rooted in the business.
Positioning your brand
Brand performance is highly influenced by how a brand is perceived by customers. It is vital to know which attributes, functional as well as emotional, that contribute to building and sustaining the brand. Positioning the brand in the market and against its competitors has always been at the heart of the brand building discipline.
When gaining deeper insights into what attributes affect that positioning positively or negatively, it’s possible to focus strategically on what matters most to the brand and the business. Prioritizing brand marketing initiatives, that could influence customer perceptions, then becomes very essential.
Learning what drivers move “the perception needle” is the means to achieving true insight. Surveying brand drivers is indispensable in learning the functional and emotional attributes, which lead customers through a funnel and thereby generating more business.
Having this knowledge of the brand’s strengths and weaknesses can inform any strategies to differentiate the brand further against the competition. With U Insights, tracking all the relevant brand attributes, both functional and emotional, is no longer an extensive task.
Want to try out how we survey Brand Drivers?
U Insights provides speed and agility
We put our clients in the driver’s seat. The platform is designed for self-service with fully automated reporting. Easy to configure and use for the most common types of brand research by covering the entire customer journey. This gives you the possibility to test and iterate faster.
Making it possible to set up and execute preconfigured brand surveys with direct access to one of the largest online consumer panels in the Nordics and in selected European markets.
High quality survey templates
Access to high quality consumer panels
Short lead time
Flexible price plans
U Insights platform
Execute and manage your brand performance faster and more cost-effective.
Want to know more about how to measure your brands performance?
Get more inspiration!
Measuring each step of the brand funnel continuously and consistently is the prerequisite for identifying where perceptions and buying decision are formed.
One of the biggest sources of brand loyalty is satisfied customers who appreciate what the brand signals.
New campaign concepts and packaging designs can be quite costly and time-consuming to develop in themselves.