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Branding Research


At AQ Rate, we take a comprehensive approach to branding research, covering brand awareness, image, equity, positioning, reputation, and recommendation (Net Promoter Score). These indicators provide a clear understanding of how brands are perceived, differentiated, and valued by their audiences, enabling companies to strengthen their positioning, manage their reputation, and build long-term brand performance across all sectors, including the most specific ones.


You will find examples of studies here.

Why it's important

Branding research is important because it provides a clear and holistic understanding of how a brand is perceived and valued by its audiences. By measuring awareness, image, equity, positioning, reputation, and recommendation (Net Promoter Score), brands can track their strength over time, identify drivers of preference and loyalty, and detect potential risks to their reputation. These insights support data-driven brand management, help refine positioning and messaging, and contribute to building sustainable brand value and long-term performance.


To sum up in 3 points :

Clear brand perception

Measures awareness, image, equity, positioning, and reputation to understand how the brand is perceived and differentiated.

Brand strength and loyalty

Identifies drivers of preference, satisfaction, and recommendation through indicators such as Net Promoter Score.

Optimised campaign performance

Supports data-driven brand management and positioning decisions to build sustainable brand value.

What insights can be found in this study?

At the end of the study, AQ Rate delivers a set of structured and directly usable insights, including:

  • Brand image and perceptions: key associations, strengths, weaknesses, and differentiating attributes.
  • Brand awareness: spontaneous and aided awareness, brand salience.
  • Brand positioning: clarity, relevance, and differentiation versus competitors.
  • Brand equity: overall brand value and contribution to preference.
  • Brand reputation: trust, credibility, and perceived reliability.
  • Recommendation and loyalty: Net Promoter Score (NPS), advocacy and intention to recommend.
  • Actionable insights and recommendations: clear directions to strengthen brand performance and positioning over time.
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Partners and references

Because we deliver proven expertise and reliable insights, leading partners consistently trust us to support their strategic decisions.

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