Maximizing Brand Positioning, Image, and Equity
Our experience in positioning, image, and equity research includes both brand and
corporate work. Protocol's in-depth qualitative approaches and quantitative methods
include uniquely effective tools: OptiCom and Brand QuestTM
modeling.
OptiCom is a powerful tool to help reveal the brand benefit/positioning elements that
motivate customers, that offer the greatest leverage against the competition, and
that yield an optimum "bundle" of benefits to support a positioning.
Based on expert system modeling, Brand Quest is a unique research tool for brand
equity and image assessment. It measures the relative strength of a brand's image
and equity compared to each of the principal brands within its category. BrandQuest
identifies those attributes that will uniquely increase consumer brand preference
and value, and even offers the ability to simulate changes against competitors.