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Brand Fit

This is a combination of consumer segmentation and brand imagery.  Once we have an understanding of the needs within a market, we need to be able to determine to what extent each of these need profiles is being fulfilled by the current offering. 

Traditionally brand imagery and consumer segmentation have been treated as separate analyses – however there is an obvious need for the two to be combined, so that we can measure empirically the relationship between consumer desires and brand delivery.