Lecture 2.1: Brand Identity Process (pt.1)
Research as the First Step
● Research is the foundation for any branding project.
● Clients usually control the budget and time for research. They will provide basic information
needed to inform the strategy and design.
Client Understanding
● Extensive client interviews help understand what the product/brand represents.
● Critical insights often emerge from understanding the past and present of the company.
● The goal is to extract information that aids in strategy development and brand design.
Sifting Through Information
● Marketers need to sort through massive amounts of data from clients and stakeholders.
● Recording interviews: help to review and focus on key elements.
Market Research: Gathering, evaluating, and interpreting data on customer preferences.
● Evaluation of this data is key to providing a fresh perspective.
● Conclusions drawn from market research shape brand development.
Qualitative Research
● Purpose: Understand customers' perceptions, feelings, and motives.
● Helps marketers grasp why consumers make certain choices.
● Research includes observations from target demographics and beyond.
Quantitative Research
● Common methods: online surveys, product testing, eye tracking, segmentation.
● Objective: Use facts and figures to make informed conclusions.
● When combined with qualitative research, it provides a comprehensive market view.
Building a Complete Picture
● Combining qualitative insights, quantitative data, and company information offers a robust
foundation for developing a branding strategy.
Research as the First Step
● Research is the foundation for any branding project.
● Clients usually control the budget and time for research. They will provide basic information
needed to inform the strategy and design.
Client Understanding
● Extensive client interviews help understand what the product/brand represents.
● Critical insights often emerge from understanding the past and present of the company.
● The goal is to extract information that aids in strategy development and brand design.
Sifting Through Information
● Marketers need to sort through massive amounts of data from clients and stakeholders.
● Recording interviews: help to review and focus on key elements.
Market Research: Gathering, evaluating, and interpreting data on customer preferences.
● Evaluation of this data is key to providing a fresh perspective.
● Conclusions drawn from market research shape brand development.
Qualitative Research
● Purpose: Understand customers' perceptions, feelings, and motives.
● Helps marketers grasp why consumers make certain choices.
● Research includes observations from target demographics and beyond.
Quantitative Research
● Common methods: online surveys, product testing, eye tracking, segmentation.
● Objective: Use facts and figures to make informed conclusions.
● When combined with qualitative research, it provides a comprehensive market view.
Building a Complete Picture
● Combining qualitative insights, quantitative data, and company information offers a robust
foundation for developing a branding strategy.
