Central to brand strategy and management is recognising the spirit and original intentions of the brand, then delivering those intentions in a manner that is relevant to contemporary consumers.

Fenton Stephens has developed the Brand Bearing Study as a tool for talking to and probing consumers to expose their deep-felt perceptions of the brand.

From the study we can reveal the drivers within a category, presented as a map, then look at how a brand exists relative to the category and its competitors.