Brand positioning is a critical component of any marketing strategy. Essentially, it defines the unique features, benefits, and values that distinguish a brand from its competitors. To develop an effective brand positioning strategy, it is essential for brand managers to understand how consumers perceive their brand in the market. Implicit testing is a powerful market research tool that can be used to identify consumers’ subconscious associations with a brand. These associations could be; specific attributes, features, or occasions. By measuring these associations in combination with explicit surveys, the resulting insights can be extremely beneficial. Brand managers can gain insights into their brand positioning against competitors and better understand their brand’s unique selling points (USPs).
Brand positioning evaluation involves identifying how consumers perceive the brand in terms of how it differs from other brands in the same category. Furthermore, these evaluations enable brand managers to analyse the brand’s persona or value proposition. Additionally identifying how the brand can be differentiated from its competitors. Understanding these factors can help the brand become more “top of mind” and stand out in a crowded market. By leveraging insights from implicit testing and brand positioning evaluations, brands can create a distinct and compelling brand positioning strategy. Ultimately, the insights can inform a strategy that better resonates with consumers and drives business success.
Both implicit and explicit testing can be used to identify a brand’s strengths and weaknesses. In addition, it can identify the opportunities and threats posed by its competitors. By conducting a brand positioning SWOT Analysis, brand managers can gain a more comprehensive and accurate understanding of their brand’s position in the market. Using the resulting insights from both implicit and explicit surveys gives brand managers more meaningful, well-rounded insights.
Great things can happen in a split-second
Start A Conversation
Complete an enquiry form to arrange a meeting with us:
Our blog
Rethinking What “Losing Relevance” Really Meant for MTV
By 2010, the media landscape was moving fast. New digital music channels were emerging, and MTV was picking up an uncomfortable signal from conventional research: surveys and focus groups suggested the brand was losing relevance with
Understanding Emotional Responses to Fragrance in Context
A global fragrance company wanted to profile how four new fragrances were experienced, with a specific focus on their functional emotional use.
The goal was to understand which fragrances naturally support different emotional states, for example, which scents help calm or reduce anxiety in work environments, and which feel more appropriate in contexts requiring reassurance or comfort, such as high-trust or service-led settings.
This introduces a more
The Three Pain Points of Commissioning Market Research
When people answer survey questions, their responses are influenced by many factors: social desirability, rationalisation, or simply the difficulty of articulating instinctive reactions. As a