Your business will have internal views and a “gut feel” about how your brand resonates with the end user. How accurate is this? How valid is your perception of those key audience groups and what they want from you? Use research to validate your thoughts and gain a deeper insight into how your brand is actually perceived by those that matter.
Brand analysis is crucial to inform your entire marketing strategy: identify where you sit in the marketplace, align yourselves against key competitors and use the results to take appropriate action to change and improve external perceptions of your business.