How to Win - Ipsos

How to Win

Optimize brand positioning and assets

In a world of dynamic change, we merge quantitative research with behavioral science to get to the heart of consumer needs and, at the same time, consider the context in which your brand operates to accelerate brand growth. With decades of experience, we transform insights into action, empowering you to optimize your brand, expand into new categories, and harness your brand's strongest assets.

Seize the right brand growth opportunities

Brand managers can embark on different paths to brand growth – from reshaping the brand positioning to entering new categories to re-evaluating the entire brand portfolio. Ipsos’ Brand Growth Toolkit simplifies the journey by providing a flexible framework to help you meet your strategic brand aspirations.

The Ipsos Brand Growth Toolkit. Brand Refresh: Grow the brand within the category Brand Stretch: Grow the brand beyond the category Brand Architecture: Optimise brand relationships in portfolio Be Distinctive: Make the brand salient and uniquely recognizable through distinctive brand assets

 

  • Brand Refresh:  Explore opportunities for growth within your current category by reshaping how people think about your brand or enabling new brand choice moments.
  • Brand Stretch: Grow your brand beyond the existing category by pinpointing which categories offer the most opportunity for brand extension.
  • Brand Architecture: Simplify your brand architecture by optimizing the relationships between your brands to enable more focused marketing efforts.
     

Leverage your most impactful brand assets

Our Distinctive Brand Assets solution identifies brand cues that make your brand instantly recognizable.  Using behavioral science, we uncover non-conscious connections consumers make between your brand and elements used in marketing communication – such as logos, taglines, and ambassadors – by looking at:

  • Brand Linkage: To what extent is the asset recognized as belonging to your brand?
  • Uniqueness: To what extent is the association unique to your brand?
  • Sentiment: Is the asset perceived as positive?
  • Brand Alignment: Does the asset support core brand values?
     

Shape your ESG strategy

As companies ramp up their ESG efforts, understanding consumer expectations is vital for effective brand positioning and ROI. Our ESG Prioritization solution helps you focus on:

  • ESG issues your category is expected to address.
  • Initiatives your category is not known for that could lead to new opportunities.
  • Areas where your brand can differentiate itself in terms of being proactive in the ESG arena.