Brand Comprehension & Positioning

Understanding the health of a movie franchise prior to production can be vital for both the development of the Picture / Film and to underpin marketing strategies for its release. Focus groups and / or quantitative research explore and identify:

• What the brand / franchise means to consumers (separately from any original / earlier movies).
• Strengths and weaknesses of earlier material and the brand itself. Awareness of, and interest in, the new material.
• Competitive positioning through direct measures, adjective descriptors, and brand mapping exercises.
• Competitive cut-through.
• Traps to avoid and obstacles to navigate in the production of the film, as well as its marketing.

Conducted, to date, in the United Kingdom, France, Germany, Spain, Italy, Russia, Japan, South Korea, China, Australia, Mexico and Brazil.