In line with our fundamental goal – to raise the level of brand business-knowledge – in the near future we will conduct surveys aimed at creating unique intelligence about brands and brand attitudes in the CEE region.

We aim to create around the Brand Institute a community of professionals and students who will broaden the research.  We want to enliven the level of brand awareness in the region by sharing the gathered data with our specialists and other BBS sympathisers.

A permanent approach to brand challenges

We see this package as an important reference for professionals dealing with regional challenges that need more detailed answers from the diverse CEE markets.

Brand Perception Study

Brand Perception study is a brand new tool for discovering what your brand really is. What is its brand code, which are the related attributes, values and personality, and how your brand differs from competitive brands.


How do the brand managers, in general, act in the decision making process? They create briefs, based on company brand incite, maybe back it up with some research, send them to agencies and let them create their brand more or less intuitively. They decide on the basis of their own or collective intuitive judgment. Basically that means that they decide on the grounds if something is likable to them or not, which should not be the deciding factor.
The reality we have enjoyed so far is not the real one anymore.

That is why we have to acknowledge the fact that we might have, or better, we probably have damaged a brand with our thinking which had the wrong basis. The new reality is based on the consumers’ perception of the brand and it is no longer based only on the decision makers’ thoughts. It is crucial for every brand manager to realize what the perception of his brand on the market is. Without knowing what the perceived brand core is compared to the competitive brand cores, it is hard for the brand manager to steer his brand into a successful future in the competitive market.

In the management of brands in today’s circumstances we cannot focus only on the tangible differences between brands.  So the key to long term success must be somewhere else. In the new reality it is in the brand’s intangible emotional differentiation.

With the correct methodology we can quickly and effectively assess the brand perception. By attaching the various elements (values, attributes, image, personality) of the unique brand core we can, with the help of an internet application which helps assessing and analyzing the data, in a few days, clearly assess what our brand really is. If we as brand decision makers invite our associates in addition to the consumers we can also get an image of brand perception inside the company or an agency. If we combine that image with the consumers’ perception we can finally realize were the main differences in the brand core understanding between the consumer and the employees in the company are.

The data we can gather very quickly offers us an invaluable treasure of useful statistical information which is a gateway to assessing the position of our brand in the market, planning the future brand positioning and monitoring the progress of brand management. Collected data enables us to get a bunch of different indicators like brand perception index, perceived  brand profiles, brand quality, brand personality, brand focus grade, brand dispersion grade, competitive brand potential estimation, competitive brand positioning…

How to find out your received brand code? The path is quite simple: access the internet application, find a hundred willing respondents with their e-mails, use your strategic knowledge for determining the content, take your time for entering the data in the application, survive a week of monitoring the results (this part is not mandatory, but it is the most exciting part) and refine your ability to draw conclusions based on the results. With great success!

Bellow you can find the whole article published in MM Creativ Magazine.

• Article MM Creative