Brand Asset Optimisation
Imagine Coca-Cola without red, or Nike without the swoosh. Every brand is made up of recognisable assets, attributes which are part of its identity. It is vital for brave marketeers to understand how well these assets are recognized in their communications, visual or audio.
Cut through the noise
In a fast-moving world where communications are always-on, you have a fraction of a second to cut through the noise. Rather than using lists of questions and attributes to research assets, at Nepa we use a script to understand how much time it takes for
respondents to identify a brand’s attributes. We analyse the distribution of answers in milliseconds, to define what a “fast answer” is. Using this information, we can help brands understand which of their assets core to making the brand recognisable.
Fame and uniqueness
We analyse how your assets score in two areas. The first is fame; which is the share of people associating an asset to a brand. This measures how recognisable an asset it is. The second is uniqueness, which is measured by the share of people who give the correct answer. This helps us understand how strong an asset is – the stronger the asset the more potential your brand has to stand out.
Prioritise your assets
Prioritise which of your visual and audio assets use, in order to optimise your sender recall. Brand asset optimisation allows you to A/B tests all of your marketing materials, streamline your assets, and ultimately save both time and money.
Different assets work for different audiences. By knowing which assets work best you can find the perfect mix and reach out to different target groups.
Using Brand Asset studies, you can understand and prioritise which to use in your communication to optimise a higher recall.
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Our 360-degree, continuous approach shows how consumers think, helps realise growth potential, and demonstrates return on investment.
True brand equity is all about the price premium your consumers are willing to pay for your brand. See how you compare against competitors in an ever-changing marketing landscape.
Understanding your consumer’s needs, values, and behaviours is key to creating effective, engaging content and building your brand. Segmentations based on people’s needs and values offer you unique insights to create long-term growth.
All good brands have distinctive personalities in order to stand out from the crowd. See where you and your competition lie, so you can build a uniquely powerful brand experience.
THINKING
As insights storytellers, we constantly work to provide resources to stay on the pulse of marketing and insights. Discover inspiration, explore our in-depth ‘Originals’ reports, and find out more about how we support brave marketeers.
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Maria Skolgata 83,
118 53 Stockholm, Sweden
Phone: +46 8 400 268 00
Email: hello@nepa.com
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