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Branded solutions and services

Brand Commitment (BCO) is a complex, flexible and easy-to-use research tool, which depicts psychological links of consumers/clients and brands, products or services. It helps to predict retention as well as acquisition potential among competitors' brand users.

• Brand purchase & usage and brand portfolio attitudes
• Satisfaction with used brand
• Relevant category importance
• Brand image

• Committed users - buying just the tested brand, ready to "work" for it (looking in another place if not available at their usual shop). Less sensitive to competitors' communication, more sensitive to any communication of "their" brand.
• Inclined users - committed to a set of brands but showing impulse choice among them; high importance of the category.
• Risk users - buying the tested brand just as one of equal options in their relevance set; low importance of the category, low importance of branding in the category.
• Searching non-users - not committed to any other brand; know the tested brand and show positive feelings but buy/use mostly other brands.
• Unavailable non-users - committed to another brand; know the tested brand but do not use it because of negative perception.
• Uninformed non-users - do not know the tested brand.

Brand Commitment offers more than consumer typology. Just one figure - the Commitment index - summarizes the whole brand attitude. Comparing the Commitment index and benchmarks, the client can easily see the brand performance level in a given category and/or given market or target group.

Huge experience in consumer behavior analysis gives us the opportunity to define key brand image elements. In the BCO model, perception profile is defined by market position, modernity, sympathy, popularity, quality, value for money, taste/feeling and environmental attributes. The analysis gives differences in perception profiles of competitive brands as well as differences of perception profiles among individual BCO-clusters.

To make results easily understandable, BCO enables to define the "current market average" (CMA) and "future market average" (FMA) - two fictitious brands representing the neutral market position. Comparison of the tested brand perception with the "market average" gives a simple and understandable picture of the present and potential future performance of the tested brand as well as its competitors.

• To minimize retention
• To maximize acquisition efficiency
• To prevent marketing communication expenditures related to unavailable target groups
• To identify strong as well as week points in the brand perception compared to "market average" as well as competitive brands

Brand Commitment precisely reveals how customers perceive brands and how different target groups could/should be addressed in the brand communication. Brand Commitment helps to make advertisement more efficient and improves return on marketing investment.