Explore the relationship that customers have with your product or brand, with a heavy emphasis on revealing the true underlying emotional attachment.

• Evaluate brand against key attributes to determine the degree to which it is living up to the brand promise
• Use qualitative questioning and projective techniques to identity the brand’s emotional connection:
  • Brand association
  • Brand personalization
  • Brand permission
• Explore possible brand extension options for fit and expectations

• Clear understanding of brand equity to support strategic brand decisions and evaluate growth opportunities
• Ideas and limitations for new product categories and/or brand extensions
• Clear understanding of customer expectations