Brand audit and positioning research
Top Team — Brand audit and positioning research.
Data for confident business decisions, not a "report in a drawer".
- + Brand
- + Awareness
- + Perception
- + NPS
- + Brand health
- + Positioning
Brand Audit & Positioning at Top Team
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Research at Top Team
Brand audit and positioning research
Brand audit and positioning research
A brand audit is research into how your brand is actually perceived: how well-known it is, what associations it evokes, how it differs from competitors and how far perception matches what you want to convey. It is the basis for strong positioning and well-founded brand decisions.
Top Team runs brand audits and positioning research, combining quantitative methods (surveys, brand-health measurement, NPS) and qualitative ones (focus groups, interviews). We show the real picture of brand perception, not the desired one.
Based on the data, we find gaps between how the brand is perceived and how you want it to be perceived — and formulate how to narrow that gap through positioning and communication.
What we do
A brand audit covers different tasks:
- measuring brand awareness
- researching associations and perception
- assessing brand health
- measuring loyalty and NPS
- analysing positioning against competitors
- finding gaps in brand perception
- research before rebranding
What the service includes
The service covers research design, quantitative measurements (surveys, NPS, brand health) and qualitative methods (focus groups, interviews) when needed, analysis of perception gaps and a report with conclusions and positioning recommendations.
How we work: stages
Work runs in stages: brief and goal, research design, field stage, analysis of perception and gaps, report with conclusions. We explain where the conclusions come from, so they can be relied on in brand decisions.
Approach and methods
We combine quantitative and qualitative methodology: figures show "how much", deep methods show "why". We honestly show real brand perception, including the uncomfortable parts, and do not fit results to expectations.
Who needs it
A brand audit is for when it matters to understand brand perception:
- before rebranding or a positioning change
- to assess brand strength and health
- to understand associations and barriers
- to compare with competitors
- to assess the effect of communication
- before entering a new audience
- for strategic brand decisions
Quality and result
We are accountable for correct measurement and honest conclusions: we show real brand perception, not the desired one. We combine methods to give both figures and reasons and honestly state the margin of error. The result is a well-founded basis for positioning.
The data we work with
We rely on our own data-collection methods — surveys, focus groups and expert interviews — and turn the results into conclusions for marketing strategy, positioning and advertising.
Why businesses choose Top Team
We combine sociological methodology with marketing expertise: we collect data correctly, analyse it critically and present results in business language. You get clear conclusions and recommendations ready to use in decisions, not "data for the sake of data".
Other research services
Within marketing research we also offer: Market Research, Rebranding, Competitive Analysis, Product & Concept Testing and Mystery Shopping.
Part of the Top Team Marketing Research service
This service is part of marketing research from Top Team: quantitative and qualitative methods, market and brand research — data for confident business decisions.
Order at Top Team
If you need to understand how your brand is perceived, leave a request via contact Top Team — we will propose a research design and calculate cost and timelines.
Our clients
Top Team – your partner on the road to success.
Leave a request — we will clarify the task, suggest a method and calculate cost and timelines.
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We would like to hear more about your project
Research into how the brand is actually perceived: awareness, associations, differences and positioning gaps.
Quantitative (surveys, NPS, brand health) and qualitative (focus groups, interviews) — depending on the task.
A set of "health" indicators for the brand: awareness, perception, loyalty and their dynamics.
To understand what in the brand works and what gets in the way, and not lose the valuable during changes.
Yes. We analyse the brand’s positioning relative to competitors.
It depends on methods and sample. We give an exact price after the brief.
Usually 2–4 weeks depending on methods and the field stage.
Yes. We formulate conclusions and recommendations for positioning and communication.
Yes. We can run repeat brand-health measurements over time.
A report with a brand-perception picture, gaps and recommendations.