All the essential insights from traditional brand equity research are included, along with a deeper understanding of spontaneous consumer perceptions. This allows brands to measure both rational and emotional drivers consistently, ensuring a well-rounded brand strategy.

To build a brand that resonates, brands need to measure both logic and emotion. Tags® does exactly that—offering guidance not just on what to communicate, but also how to communicate it, tailored to each market and local language with a guide on which wording works best for each target audience segment.

Brand building is about creating emotional connections. Open-ended questions help uncover hidden biases, emotional responses, and barriers to engagement. For example, by asking about the “typical user” of a brand, we can surface emotional perceptions. Comparing this prototype with the respondent’s own profile reveals critical risks and opportunities, helping brands refine their positioning.

Words: Bernat Aubia, CEO & Founder at Relevance Marketing.