Brand Practice: manage, extend and grow brands

MMR's practice on brand management is focused on using an understanding of customers and products to help our clients make great brand decisions. Within branding, our studies tend to focus on three areas:

  • Brand tracking and management
  • Brand equity, image and extensions
  • Brand positioning

Brand Tracking and Management

MMR studies examine brand performance in the market and track changes in both brands and markets over time. We use this knowledge of brands and markets to develop strategies that improve the efficiency and effectiveness of marketing activities. Brand tracking and management studies uncover opportunities to grow brands, and identify market segments to seek increases in market share.

Brand Equity, Image and Extensions

For brands, image is the key measurement. MMR studies help determine if the image is instant, positive and unique in the category and what about it motivates purchase. Together with segmentation analyses, our studies help understand consumer perceptions and build the optimal brand image for the right target group. We test elements of the marketing mix like packaging and line extensions to make sure business decisions have the right impact on image.

Brand Positioning

When done right, positioning is a key source of competitive advantage. Locating an attractive and defensible competitive position can make marketing mix decisions easier and marketing spending more effective. Our brand positioning studies seek to identify the right positioning for a given brand, and also seek to identify the product attributes and customer segments that are core to the most attractive market position.

 



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