You want to know the attitudes and behaviors consumers harbor towards your brand. Do they truly understand the benefits? How does your brand stand against other brands?
You must answer these questions before you can improve your brand. Here are 3 ways to experiment with your brand.

Brand-Comparative Methods

Testing how your core audience feels about your competitors is very important, especially in relation to your brand. Do customers feel like your brand is better quality? More responsive? Too expensive? Too slow?
There are many examples of blind taste-tests between Coca Cola and Pepsi to test which customers prefer or if they could even tell the difference. Oftentimes the experiment participants inherently felt that Coca Cola tasted better. They were more likely to say a glass labeled “Coca-Cola” tasted better even though it was just a mislabeled Pepsi beverage.
Despite the fact that the drinks were the same, the brands meant something different and “changed” the taste or how the participants experienced the taste.
Compare your brand with field tests or online surveys to truly understand consumer opinion.

Marketing-Based Comparative Methods

Alternatively, you can test out new marketing methods. Perhaps you have a product that you need to drive interest towards — consider altering the packaging, medium of your marketing, the ad text, the imagery, or more!
For instance, inverting the color of your packaging may give your brand a fresh look, particularly if you have new products. This may also change the perceptions of your core audience. A lot of companies will alter their packaging for a cause or movement such as gay pride. This not only makes the brand pop out, but it also illustrates the joint values that the business has with its customers. 
Track the differences in sales between these changes in your marketing and past performance to make inferences about how your audience interpreted these brand changes.

Conjoint Analysis

Through conjoint analysis, you can assess how your brand name and other features or elements of your brand interact to influence consumer choices.
Survey your audience for the features and benefits they are looking for when searching for a product like yours, then compare this with the tradeoffs they would be willing to accept depending on the brand.
Perhaps you sell high-quality computers that have tremendous speed and performance, while your competitors sell great-quality computers that focus on customizability and compactness. Your audience may want all 4 of these benefits but will accept the tradeoff because of your brand. These are the insights you will want to gather with insights and marketing campaigns.
Once you understand how much brand leverage you have, you can tweak your products enough to meet the needs of your audience, while also remaining different from your competitors.


Through brand-comparative methods, marketing-based methods, and conjoint analysis, you can collect deep insights on the attitudes and behaviors your consumers share towards your brand. Use this knowledge to deepen strong, positive, and unique brand associations.

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