brandtesten

Brandtesten is a market research approach used to evaluate brands by measuring consumer perceptions and attitudes toward a brand or its products. The term is common in Dutch- and German-speaking markets and in international marketing literature as a way to assess brand strength, recognition, and positioning, especially around campaigns, launches, or branding changes.

Common methods include brand tracking studies that follow metrics over time, brand lift studies that compare exposed and unexposed groups, and experiments or A/B tests to isolate the effect of messaging. Qualitative methods such as focus groups can complement quantitative surveys. Some studies use conjoint analysis to estimate how attributes influence brand preference.

Typical metrics include unaided and aided brand recall, familiarity, perceived quality, brand personality, associations, and differentiation. Additional measures cover consideration, purchase intent, loyalty, and advocacy; some assessments report a net promoter score. Results are usually benchmarked against competitors or prior periods.

The process generally entails objective setting, research design, sampling, data collection (online panels, interviews), analysis (statistical models, multivariate analysis), and reporting. Brand testing is often conducted as a periodic tracking exercise to reveal trends and inform strategic decisions.

Brandtesten informs advertising strategy, branding decisions (such as a rebrand or product launch), portfolio optimization, and media planning. It supports brand extensions by estimating consumer fit and helps monitor competitive position and risk.

Limitations include reliance on self-reported data, potential biases, translation and cultural differences, and the time and cost required for rigorous studies. Brand perception can lag behind campaigns, and results may vary with methodology.