Using the market and media data, we analyze the cultural context, distinguish the current trends and explore the global experience. Also, we carry out an industry-specific structural analysis and study the market signals for the further proposal of working hypotheses in terms of positioning. This set of studies also includes the comprehensive study of a product, company and its partners.
Based on the classic and innovative methods for competitor analysis, we outline the territories of competitive brands positioning, distinguish their strengths and weaknesses, and find out the basic product substitutes which can have a material effect on the consumer choice.
In addition to the classic segmentation of the target audience, its psychographics, sociographics and behavioral analysis, in order to identify the precise insights, stereotypes and perception barriers we use the up-to-date psychological methods based on empathy and designer thinking. Based on quantitative and qualitative studies, we form a full consumer profile, motivation, points of contact and behavioral change triggers.
The audit objective is to study the existing brand in detail for the more accurate planning of marketing activities, rebranding or business preparation for sale. We conduct a brand audit with the use of a diagnostic map consisting of 6 blocks: philosophy, architecture, identity, image, communication, environment. The brand audit makes it possible to assess the expediency of the preservation of visual elements as they are, expansion of the range of products, rebranding / restyling, change in the pricing policy, adjustment of the communication strategy and promotion activities.