How strong is your brand
— with customers and prospects?
We measure brand awareness, image and loyalty — and map how your core values are perceived compared with competitors. Foundation for positioning, communication strategy and differentiation.
Typical ROI on a strategic brand study through correct positioning and differentiation.
Of B2B companies have a view of their brand that differs significantly from the customer's perception.
We measure B2B brands internationally with native speakers via web and phone.
What a positioning map looks like
Multi-dimensional visualisation of brand position vs competitors — with drivers and associations broken down per decision-maker role. This is an actual delivery (anonymised).
A complete picture
of your brand position
We always start by understanding your business goals — then we choose method and design. The result is not just numbers but concrete action recommendations ranked by expected impact.
Awareness
Spontaneous and aided brand awareness. Top-of-mind share ("which suppliers come to mind unprompted?") and aided awareness against specific competitors. Per decision-maker role and per geographical market.
Image & associations
What is your brand associated with? Association analysis of attributes: quality, price, innovation, service, sustainability. Per segment and compared with competitors — so you can see where you have differentiation and where you lack a profile.
Positioning map
Where do you stand against the market? Visualisation on two (or more) attribute dimensions — e.g. premium/value × traditional/innovative. Identifies both possible blue oceans and positions you already share with competitors.
Differentiation & USP
What should you say? Identifies the unique selling points where you have credibility with the target audience — not the ones you THINK you have. Foundation for the positioning platform and messaging strategy.
brand guide
for B2B
The complete brand guide for B2B
A 20-minute read written by Johan Asklund. How to design, measure and interpret B2B brand research — from awareness and positioning to brand attribute analysis, with concrete question template examples you can use straight away.
Read the guide →The five layers of the brand
— from awareness to advocacy
A B2B brand study follows the decision cycle. We measure at every level from first contact to long-term partnership.
Measurement points across the entire journey
We follow every phase — adapted to your business model — and measure both quantitatively and qualitatively.
Three KPIs that lead
Standardised key figures — comparable over time and against external benchmarks.
Concrete — not just an average score
For every insight we deliver:
Visualised position vs 5–10 competitors on your chosen dimensions.
Which attributes correlate most strongly with purchase intent and recommendation.
How awareness and preference differ between CEO, CFO, buyer, end user.
Concrete messages that have credibility with the target audience — not just internally.
Examples from an actual report
Screenshots from a B2B brand study for an industrial manufacturer (anonymised). 253 respondents through phone interviews in 2 markets. Delivered with executive summary, competitor mapping per market, brand attribute analysis and concrete strategic actions.
The images are from an actual delivery to an industrial manufacturer in 2025 (n=253, 2 markets, HVAC installers + architects). Customer name, brand and respondent data have been removed or masked in the example.
"We thought we were positioned as premium. The study showed customers saw us as 'safe choice' — which was something else entirely. It changed the communication strategy from one day to the next."
Want to know how you
are actually perceived?
Book 15 minutes and we will discuss your current positioning, which competitors you want to measure against and how we design the study so you get a foundation that leads to action.
15 min · free of charge · no preparation needed