Understanding the market through consumer culture
Mapping and segmenting competing brands according to their perceived territories. Identifying the strengths and weaknesses of the brand studied within its competitive landscape.
Brand Fund(s)® / Brand Equity
SORGEM's historic expertise in strategic brand analysis. Exploring Brand DNA, brand value and differential strength.
Why carry out a Brand Fund(s)® analysis?
A brand is understood over time, through its values, its messages and its role in society. The challenge is to assess the strength of its territory, its relevance, its desirability to consumers and its capacity to create value for the future.
METHODOLOGY
The Brand Fund(s)® method combines a semio-cultural approach (brand DNA, values, codes of expression) with an experiential reading (consumer uses, perceptions and expectations). Our method draws on online communities, in-depth individual interviews and focus groups. This approach is supplemented, if needed, by a quantitative phase.
Exploring the brand's imagery and that of its competitors
Exploring the imprint left in the consumer's imagination, across all its dimensions (sensory, emotional, relational), using specific projective techniques and competitive comparisons.
Focus on the brand's cultural and societal territory
The representation made of the brand's intended audience by its consumers and non-consumers, understanding the associated profile, its philosophy, its discourse, its value and its perceived contribution relative to its close competitive landscape.
Strategic delivery
Delivery of the Brand Fund(s)®: identifying the key values and formulating the brand's forward-looking fundamentals (its mission and vision), in the form of a brand platform tailored to the client's objectives (revitalisation, innovation, loss of competitive value, brand sale, etc.).
The Brand Fund(s)® refers to all the elements that build a brand’s identity and give it meaning in the eyes of the consumer.
A multi-entry method to capture every facet of the brand experience: individual interviews, focus groups, projective techniques and in-store observations. A quantitative phase can supplement these approaches if necessary.
Brand launch, relaunch or diversification, but also ahead of an external growth transaction, a financial valuation or a strategic overhaul.
WHAT WE OFFER
-
Understanding a brand's identity, status and potential
We analyse the brand's imaginative and experiential system to reveal its identity, status and potential.
-
Informing strategic choices
An immediately operational approach to define or redefine a positioning, a communication strategy or new product developments.
-
Informing financial valuation
A detailed understanding of a brand's value, going beyond its purely financial assets.
