Communications Associated with the Brand

This will involve taking the main communication elements of the brand (advertising, packaging and others) and using them as stimulus:

• What do consumers remember about the brand's communications?
• Which of the brand communications seems to have the most meaning for consumers?
• Are there any past executions or associations that are particularly powerful?
• Does the consumer have a clear idea of how the brand communicates with them?
• What are the sorts of things they would expect from the brand and what would be out of character?
• How does the brand's communication differ from its competitors?

After completing BrandAssessor sm Consumer Research, open up the Current Brand Situation template and fill it in.