BrandTailors, together with Unlock Market Research conducted an exclusive survey on the business’ perception regarding the Romanian branding market. It is the first research of its kind, developed at the initiative of the Romanian brand consultancy company, aimed at helping customers, current and potential, and the media to come to a better understanding of the value of branding as a management tool.
The survey was conducted in August – September 2008 and the data was captured from specialised media representatives, but also from customers and potential customers of branding companies. The idea of conducting this survey belongs to the brand consultancy company BrandTailors, its objectives being twofold: enhancing the awareness level of branding as a management tools and revealing various types of consumers of branding services with the purpose of crafting an appropriate business strategy.
"With this study, we intend to end the perception that branding is and to make a radical change in the general belief that . We want branding to play the part it truly deserves – that of strategic management tool. Furthermore, we want the business environment to understand that branding is not only the process through which a company can add value and personality, but it is also a nice and desirable group of activities made by talented, passionate and responsible consultants, designed to define a brand on its market", says Beatrice Danis, Managing Partner at BrandTailors. |
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One of the most interesting findings of the survey is that most of the companies’ decisions whether to use branding services or not depends on the personal opinion of the manager in charge of the business. Thus, there are companies that have understood the usefulness of branding services and intend to go on with their investments.
Another category is that of those who do not believe that special abilities are required in order to perform branding activities, and the last is that of potential customers, who are still reserved concerning the effectiveness of this type of services.
BrandTailors officials think that the branding market should still be analysed from the perspective of projects made by the advertising agencies, as they continue to develop a great deal of branding projects. This is the reason why another objective of this research is to appeal to all players on the branding consultancy market to become actively involved in educating their clients concerning the part played by branding in defining a product or a service.
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