Brand
OpinionWay offers clients cross-disciplinary approaches for their brands using an "identity", "target" and "discourse" prism congruence and dissonance grid :
• Identity : brand DNA  consists of a series of values (physique, personality, cultural universe, market equity) that guarantee its coherence.
• Targets : beyond clients & prospects, this include all audiences the brand addresses either directly (consumers, distributors) or indirectly (opinion leaders, investors) and who can provide it with a market value.
• Discourse : these are messages the brand wishes to convey to its various audiences.  We distinguish between message content (values it conveys, type of relationships it creates) and message form (tone, media).

Beyond theory though, our goal is to turn your questions into pragmatic results. Our methodological approaches to brands are the following :
• How can the brand be defined? Qualitative brand analysis.
• What strategic directions can/should it take? Prospective qualitative and/or quantitative study.
• What are the brand’s current direct audiences (consumers, prospects, suspects) and indirect audiences (who can give my brand market value)? Quantitative tracking of brand awareness, purchases and purchasing intentions.
• What do they know and like about the brand? Quantitative brand image tracking / qualitative brand image assessment.

Our main references are : Go sport, Sony, Van Cleef & Arpels, Ubisoft,
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