PERCEPTOR®Plus a modern tool for building up brand strategy
Ipsos Marketing, a part of Ipsos specialising in research covering innovations, brands and products, has launched PERCEPTOR®Plus, a new research tool used for building up effective strategies for brands.
PERCEPTOR®Plus measures a brand's value and strength compared to the competition, and reveals which brand attributes might strengthen its position. Key elements for the strength of a specific brand are identified via analysis of the most important aspects shaping the brand (the so-called brand DNA): its functional and image-related attributes, its personality, and the emotional needs it satisfies. PERCEPTOR®Plus shows which attributes should bear the focus in brand communication in order to retain current customers and attract new ones. This tool enables simulations showing how a new strategy will contribute to growth in market share, and also takes account of the role of price in the brand context.
Barbara Krug, Director of Ipsos Marketing, said: "PERCEPTOR®Plus enables more effective brand management. It shows accurately how specific positioning strategies may be reflected in market share, which in turn gives a sound basis for taking final decisions. The comprehensive look at a brand enables analysis not only of rational messages but also strategies based on emotional communication."
Last May PERCEPTOR®Plus was proclaimed the Innovation Tool of the Year 2009 by the German Researchers Association (a total of 26 proposals from leading research companies in Germany were submitted for this competition).
The PERCEPTORPlus research tool is one of a constantly growing series of research tools developed by Ipsos Marketing, its goal to assist clients in building, retaining and developing brands at all stages of product development.
Ipsos Marketing is a global division of Ipsos dedicated to research supporting the launch of new products and management of products and brands. It uses advanced research tools for researching the market and consumers, generating new ideas, developing concepts, developing and optimising the marketing mix, estimating sales volume before market launch, and for managing and repositioning brands. Ipsos Marketing also conducts consumer surveys in points of sale, consumer satisfaction studies and Mystery Shopper type studies.
