Asian Brand Research Services

OPC is pleased to be a pioneer in the field of research based branding strategy in Asia

Our brand strategy development services incorporates research that identifies the elusive motivators among your target group that will motivate them to use your products or services rather than those of your competitors. It can identify which of your brand attributes are mostly valued and why, and can provide consumer perceptions of advantages and disadvantages of your own brands and those of competitors.

A brand strategy based on a company's own assumptions about their market or brand research that is imprecise or poorly targeted does result in the loss of promotion funds and potential revenue every day. Our clients are very frequently surprised that the perception of their brand by key consumer markets is different to their own!

Our methods include indexes of guided, aided and unaided brand recognition, brand awareness and brand recall, as well as qualitative analysis of brand image, corporate image, and brand positioning. This provides objective data to guide decisions relating to competitive brand positioning, image development, marketing and advertising campaigns.

By the use of one to several data collection techniques customized to your situation including focus groups, in depth interviews, in-situe interviews, on-line surveys and traditional surveys, this research:

• Provides information from real consumers on their needs and reactions to competitive and proposed brands. (Research can be used to both identify and develop new brand images and attributes as well as test existing ones)
• Identifies the sometimes hidden motivators among your target group that will motivate them to use your products or services rather than your competitors.
• Identifies the brand attributes that your potential or existing customers see as most important in the market as a whole and your own and competitors brands separately.
• Provides real world brand images, brand concepts and potential communication copy for your advertising and promotion needs.

Depending on the research objectives we develop together, the data is analyzed using powerful methods that extract the most powerful brand images and attributes from qualitative and quantitative data. These have been developed over 10 years and proved with some of Asia and the world's best known companies and products.

For the technically minded, Brand image and attribute generation is achieved through traditional multi-variate analytical techniques such as conjoint analysis, discriminant analysis and cluster analysis.

However our unique analytical strength is in transforming the rich brand-specific data only available from qualitative analysis into a form suitable for quantitative analysis with minimal loss of subjective rich content. This involves double blind coding and our own in-house text-analysis procedures.

See also our overview of Research Techniques for more detail on data collection and analytical methods, and Paul Temporal's article on Building Powerful Brands.