Multi-market Brand Asset Resonance Study
A global luxury beauty brand needed a better understanding of the interpretation and resonance of a particular franchise name across its three key markets in France, the US and China before they could start crafting a communications campaign.
Method
With a team of three, I held nine immersive consumer triads across the US, France and China digging deep into people's perceptions of the product name, as well as stress-testing previous campaign visuals against those of key competitors to see what resonates best with customers (and the customers of competitors). I also conducted interviews with key internal stakeholders involved in the franchise to get a better understanding of the franchise, its overall strategy and positioning, as well as the internal hypotheses on the name and visuals.
Crucial Insights
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People’s perceptions of specific franchise assets were driven by functional and emotional drivers of resonance
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For luxury franchise names, conveying benefits is only half the job – people actively expect names to also inspire imagination
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People expect clear product benefits to be communicated in baselines and get frustrated when guesswork takes over
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For a deeper dive into the findings and learnings, please contact: makuachukwuadimora@gmail.com
Impact
The results of the project are set to feed directly into the brand's 2024 campaign and determine whether the name needs to be enriched with additional benefits or adjusted in any way in regards to copy and visuals. And in the long term, it could lead to an entire revision of the franchise name.
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"The team was very happy with the results and the clarity of the insights, so thank you very much for your great work! Especially as we all know that the timing was super tight."
- Feedback from senior stakeholder
My Learnings
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Set up more efficient debrief sessions for team members joining the research project further down the line