Some people equate their brand with their logo. The two are not the same. A logo is a graphic, to be used in all forms of communication with clients and prospects. However, branding is far more than logo management. If you do not manage your brand, you get the accidental brand which consists of the unmanaged experiences of your customers and prospects coupled with the manipulation of your brand in the minds of your customers and prospects by your competitors.
Market research is an ideal adjunct to brand management.
It simply makes sense to establish what your brand is before you try to change it into something else. Beacon Technology Partners has extensive experience in branding concepts. We have refined a variety of market research tools to help you manage your brand including the Everest Chart and the Perceptual Map. We invite you to contact us to discuss your brand-management goals. The Dean of Branding is unquestionably David A. Aaker, a professor of marketing at the University of California at Berkeley.