Branding
Brand Strategy Development/BrandStar®
A Brand Strategy is the roadmap that provides direction for all other marketing elements. This holds true whether the brand is a product or a service, whether marketed to consumers or Business-to-Business. RTi has developed the BrandStar® model to be used as a basis of facilitated strategic, brand development sessions with our clients and as a foundation of our own thinking about our clients’ brands.
Brand Equity
Brand Equity is a multidimensional concept that defines a brand and distinguishes its competition. RTi has years of experience in conducting and analyzing brand equity research made meaningful through linkage to the Brand Strategy. Our offerings range from a basic Brand Equity study to the more powerful and comprehensive PowerBrand™.
Positioning/Re-positioning
RTi has both the marketing and research expertise to support our clients in positioning their brands. There are a wide variety of quantitative and qualitative research techniques we employ to help understand a brand’s positioning in its category. Some of these include market exploratory, attitude and usage studies, claims testing, and brand equity studies including correspondence mapping. The optimal technique is recommended based on the research objectives, the makeup of the category, and what it is already known about the market.