The Gantry Group
   
Customer Satisfaction  | ROI/TCO Analysis  | Custom Market Research

Custom Market Research Services
Brand Equity
Brand equity measures the mindshare that your company and/or offering commands in your target market. Optimally, the mere mentioning of your brand recalls an accurate assessment of your line of business, offering, strengths, and competitive differentiation. Building a strong brand is critical to the success of any company. Being top of mind assures that when the need for your offering arises, your prospects will have an immediate preference for your company. However, the intended positioning and messaging that supports a company’s brand can easily skew and become ineffective, and sometimes even damaging.

Gantry designs and manages custom, comprehensive brand studies that ascertain:

  • Brand recall -- the extent to which your target market(s)’ cite your company and offering when generically prompted, unaided by specific company and offering names.
  • Brand awareness -- the extent to which your target market(s)’ recognizes your company and offering when aided by a list of company competing in the sector.
  • Brand strength -- the degree of familiarity your target market(s) report with your company and offering when compared to the competition.
  • Brand drift -- the variance between your company’s intended brand positioning and messaging and the target market(s)’ actual perception.
  • Brand strength/weakness -- an assessment of strengths and weakness connoted by your brand in comparison to the competition.
Gantry can help your company to routinely protect your brand by quantifying it, benchmarking your brand against the competition, and keeping your brand on track.

Custom Market Research Services
    Market Validation
    Product Concept Testing
    Competitive Benchmarking
    Product Positioning & Messaging
    Price & Value Studies
    Market Segmentation
    Brand Equity
    Gap Analysis
    Conjoint / Discrete Choice Analysis
Download Capabilities in Detail
Download Custom Market Research Brochure
Download Discrete Choice & Conjoint Analysis brochure
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"Having already established Authoria as the world leader in personalized, Web-based human resource communication with over 3 million users, we asked the big strategic question, 'What's next?' Gantry designed and managed a highly effective quantitative research study to capture top HR business goals, objectives, pain points and business processes that would direct corporate HR executives' IT investments in mid-to-large U.S. enterprises. We further challenged Gantry Group to articulate the value drivers that HR heads use to measure success of HR solutions and assess ROI. Gantry Group not only met our challenge, they completed the project in 4 weeks, providing us with just-in-time insights and business recommendations to guide our strategic planning process around our target market’s value delivery requirements."

Paul Baier
Senior VP Products
Authoria, Inc.