Abstract:

The marketing world is changing faster than ever. Complexity and instability are growing rapidly: markets are fragmenting, consumers get more and more pretentious and unpredictable, traditional marketing strategies seem to be without effect Therefore it's no longer a luxury but an essential necessity for the survival of most companies to better understand brands, markets and consumer motivations. Strategic research plays an increasingly important role in understanding consumers' perceptions and needs to ensure marketing efficiency. The first part of the paper gives an outline of some research techniques. BBDO uses in the process of communication and brand strategy development and evaluation. The second part presents BBDO Brand Potential Analysis, a new tool for developing brand and communication strategies. The way Brand Potential Analysis works is demonstrated using a recent study on jeans brands in Germany.