Brands are no longer primarily creative assets. They must be constructed to serve organizational strategy – built on a platform of insights and then continuously measured.
Leaders want to know that their brand investments have measurable impact, whether ROI or KPI. Brand research allows the organization to measure the impact of actions and continually optimize its go-to-market strategy.
Brand market research can be conducted as focus groups or ethnographies, benchmarking or brand tracking, customer journey maps or segmentations, but they all should ladder up to inform company strategy in empirical ways.