Does Brand Keys research provide competitive information?
Competitive brands are always included in a brand architecture study in order to provide a relative measure of in-market strength for the brand to compare itself to, along with the most critical measure of all: the Ideal the consumer holds for the category. The competitive questions in the questionnaire allow Brand Keys to provide a strategic SWOT analysis for the brand, based on a consumer view of the category and its brands. 6. How does Brand Keys help its client learn about the strategic impact of advertising? Traditional copy-testing systems are built to measure executional aspects of advertising performance, such as breakthrough power, likability, brand saliency, and persuasiveness of the ad. While Brand Keys strategic communications testing includes these executional measures, it also answers the most critical question of advertising effectiveness: did the ad work as intended against the brand’s strategy? Using its brand architecture metrics as a benchmark, Brand Keys is able to
