QSP Check-Up Brand® is a brand positioning study designed to understand how a brand is perceived by the market in relation to the most relevant attributes within its category. The focus lies on the interaction between brand and consumer, providing a clear analysis of the brand image as projected, the image as perceived, and the brand’s competitive position.
The study begins with an assessment of the different levels of brand awareness:
- Top-of-Mind Awareness
- Spontaneous Awareness
- Aided Awareness
Building on this foundation, QSP Check-Up Brand® analyses the brand’s positioning against a set of key attributes defined as critical for the target audience. This allows the identification of occupied territories, differentiation spaces and areas of higher competitive pressure.
This product is available in two formats:
- Check-Up Brand®, focused on a single brand, analyzed against the most relevant category attributes
- Check-Up Multibrand®, which analyses multiple brands simultaneously, enabling a direct comparative reading of the market
The comparative approach makes it possible to define market benchmarks, measure distances between brands and identify the competitive center of gravity, highlighting the attributes that are truly distinctive for each brand.
EXAMPLE OF ACHECK-UP BRAND OUTPUT
KEY BENEFITS OF QSP Check-Up Brand®:
- Identification of the attributes most relevant to the target audience
- Understanding of brand image and perception among customers
- Analysis of alignment (or misalignment) between projected and perceived brand image
- Clear positioning relative to key competitors
- Identification of differentiation and repositioning opportunities
- An objective foundation for branding, communication and strategic positioning decisions
QSP Check-Up Brand® provides organizations with a clear, visual and strategic view of their market positioning, supporting informed decisions on how to strengthen, adjust or redefine the brand’s identity and value proposition.