Brand Bearing

BrandBearing is a simple research method that empowers marketing managers with a factual understanding of their brand equity as it relates to competition, and out of that, identifies the scope of opportunities for differentiation.

There are 3 principle activities 
with the BrandBearing process:

1. Identify the attributes sought of the category by the consumer via a qualitative research process which uses metaphors to elicit underlying thought in the decision process
2. Quantitative study to determine the importance that target consumers place on the attributes identified and then how well each of the competitors deliver on those attributes.
3. Statistical analysis which brings together the relative importance of the attributes sought in the decision process so as to determine an impact score, with the competitive set of delivery scores.

This analysis identifies where consumer needs and wants are met and unmet by the category participants and therein, opportunity for differentiation in pursuit of market share gain.

BrandBearing is a remarkably simple and logical research method that provides management with an evidenced-based decision framework for evaluating decision trade-offs in brand strategy.