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The most powerful aspect of the brand is what it means to consumers and how it enables them to activate desired lifestyles and identities. A well designed brand tracking program provides insights about brand meaning and makes it possible to manage the brand strategically.
The problem with conventional brand tracking programs is that it assess brand meaning through brand attribute statements captured through a 5-point Likert Scale. This hardly does the job.
At Protobrand we apply AI + Behavioral Science and use projective research techniques to derive the non-tangible symbolic and emotional meaning consumers attribute to brands.