How do you quantify the nebulous performance of a brand? - through research. In a highly stratified consumer market like Latin America's, most brands enjoy at best a niche market. Targeting is the key to cost-effective research for most international brands that are marketed in the region. For brands with broader appeal, a young consumer base and waves of new foreign entries demand constant reinvestment in brand awareness building and positioning. Both mass appeal and niche branding in Latin America requires smart, cost effective research methods, often which differ from research models developed in less dynamic and wealthier markets in industrialized economies.
AMI helps its clients understand many aspects of their brands from basic awareness level pulse taking to tracking the value of a brand and the many factors that drive it. Our qualitative and quantitative teams can track brands over extended periods of time, through multiple marketing campaigns and re-positionings or we can take a snapshot of a brand's readiness to be extended or enhanced ahead of a strategic brand investment.
Relevant Case Studies
- Discovering Target Customer Preferences – Financial Services