Brand measurement and distinctive assets for an optician chain

We measured awareness and position in the optician market, and reviewed which visual brand assets the chain is actually recognised by.

The challenge

In a category where the chains resemble each other in both offer and expression, it is easy to spend heavily on marketing without building anything that sticks.

How we approached it

We ran a brand survey covering awareness, consideration and preference against competitors, and connected it to a review of the chain's distinctive brand assets, meaning what people actually recognise the sender by.

The outcome

A positioning map against competitors in the category
An overview of which brand assets are recognisable and which are not
A prioritisation of what should be used consistently going forward

Methods

Brand measurement

Distinctive brand assets

Competitor benchmark

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