Brand repositioning and communications


 Research Market and product research lie at the heart of any successful business. Market research involves talking to customers to find out what they want and then supporting these findings with product research which involves supplying products with the benefits that customers want. Philips is a global company so the research that it carried out took place on a global scale. Philips involved more than 1650 consumers and 180 customer companies around the world to make sure that it repositioned its brand in an appropriate way. Philips also undertook BEAT (Brand Equity Assessment Tool) research involving 26,000 respondents. Qualitative research involves working with relatively small focus groups which in this case consisted of Philips' consumers and professionals (trade and opinion leaders, e.g. hospital surgeons who use its scanning equipment). Using qualitative research makes it possible to find out a lot of detailed information e.g. current perceptions of the company and its products, the types of new products and the image that consumers would like to see Philips develop. Quantitative research typically involves questionnaires and surveys to bigger samples of consumers enabling statistical analysis of the results. The research was designed to: enable Philips to have a better understanding of its...

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