gaurav kumar

1. Most imaging and document product segments are extremely competitive, with multiple
brands competing for “share of mind” in the battle for overall market share. In many
cases the competing products and services have very similar feature sets and price
points that are available through comparable channels. Brand can often be the key
discriminating factor in a customer’s decision to select one product over another.
Brand is essentially the sum of all experiences related to the product, service, and
companies that make and deliver the product. Brand perceptions are shaped by
functional experiences (i.e. speed, quality, reliability, ease of use) as well as emotional
experiences (i.e. make me feel better, improve my performance, make my life/job more
gratifying or easier) the customer associates with the product and company.
Brand experiences and perceptions are developed over time through a variety of sources,
including:
Previous experience with the brand
Interactions with sales, customer service, and other employees
Recommendations from friends and colleagues
Reviews by reputable sources
Advertising
Brand managers need to understand how customers perceive and select brands in
specific product categories and market segments. You also need to know what is
important to customers when making a brand decision, where customers get information
about products and services, and what customers think about your brand.
Most vendors are working with very tight margins and cannot afford to invest in
programs that do not demonstrably improve their market position. With marketing costs
increasing, you need objective input to make budget decisions for your marketing
activities.
InfoTrends regularly conducts extensive brand decision research on the imaging and
document technology markets. We can cost-effectively provide you with objective
information and insights that will help guide your important marketing decisions.
Measure unaided and aided brand awareness
Determine brand share
Assess customers’ brand preference
Determine the information sources used in making brand decisions
Identify the key factors when selecting a brand
Measure the brand performance by key factors (i.e. performance, price, availability)
Quantify the strength of the brand by components
Understand the role of sales representative in brand selection
Measure brand loyalty and premium or discount
Determine factors for switching brands
Contact InfoTrends to discuss how we can help you develop a brand marketing strateg