BigCat Research

With what meaning, category and usage scenario does the target audience remember the brand?

Just as important as remembering a brand, with what meaning it is remembered, within which category and at what time of use it is remembered. This triple reading shows the brand's place in the mind and growth opportunities more clearly.

The brand lives not only with its name but with the situations it evokes. People may code the brand as a practical solution, safe option, premium choice, fast alternative, young brand or a specific moment of use. When research uncovers these codes, communication and product decisions become more accurate. Because the brand team can concretely see which meaning supports growth, which category perception narrows the brand, and which usage moment has not yet been embraced.

Brand recall is often discussed under the heading of awareness. However, as important as what comes to mind for a brand, it is also important in which mental shelf it comes to mind. In which category do people place the brand, with what meaning do they associate it, at what point of need do they think about it? These questions show the true limits of the brand position. A brand may have high recall; But if it is confined to only a narrow moment of use, its room for growth remains limited. Or if the desired premium is coded as a practical and cheap option instead of a premium meaning, the strategy should be set up differently.

The same brand may have different meanings for different groups. While some see the brand as an economical solution, others may code it as a safe option. While one group may remember the brand in daily use, another group may think of it in special situations. When these distinctions are not visible, brand communication becomes too generic.

This study examines the brand's placement in the mind at three levels: meaning, category and usage scenario. Meaning is the words used to describe the brand; which set of competitors the category is being considered with; The usage scenario shows at what moment it comes into play. When all three are read together, the growth area becomes clear.

Which facet of the brand does the meaning map show?

The semantic map collects the associations that come next to the brand's name. Words such as trust, speed, expertise, simplicity, accessibility, status, durability or innovation form the face of the brand in the mind. If this face is compatible with the desired position, the brand will be perceived more clearly; If it is incompatible, communication may run in vain.

Spontaneous associations are particularly valuable in research. Because expressions that come without ready-made options show the natural codes in the mind. If these codes differ from the campaign message, the brand team receives an important warning. How people describe the brand is as important as how the brand describes itself.

How does the category cap affect growth opportunity?

The category in which the brand is remembered determines the field of competition. A brand may want to position itself in a broad solution area; but it may be stuck in a narrower subcategory in minds. In this case, even if awareness is high, growth remains limited.