BrandPanorama is a custom market research and consumer insights firm offering research services and research-based consulting. We help clients develop branding, communications and marketing strategies that will build brand equity, grow customer equity, drive marketing power and maximize financial return. Our goal is to provide senior-level expertise and deliver actionable business-focused insights. Creating and growing strong brands requires a keen understanding of the rational and emotional drivers of consumer choice, as well as insight into the relationships between a brand and its customer. Our expertise in understanding consumer decision-making and consumer-brand relationships helps our clients develop successful strategies.

1. An Overview of Experience and Capabilities
September 2013

2. BrandPanorama Research & Consulting LLC
• BrandPanorama is a custom market research and consumer insights firm
offering research services and research-based consulting. We help clients
develop branding, communications and marketing strategies that will build
brand equity, grow customer equity, drive marketing power and maximize
financial return. Our goal is to provide senior-level expertise and deliver
actionable business-focused insights.
• Creating and growing strong brands requires a keen understanding of the
rational and emotional drivers of consumer choice, as well as insight into the
relationships between a brand and its customer. Our expertise in
understanding consumer decision-making and consumer-brand relationships
helps our clients develop successful strategies.
• BrandPanorama specializes in brand equity and customer equity research. In
particular:
– Brand Strategy
– Brand Performance
– Customer Strategy and Loyalty
– Marketing Strategy
BrandPanorama LLC

3. Our distinctive approach reflects the paradigm shift in
the relationship between brands and consumers
BrandPanorama LLC
Creating brand awareness,
relevance, experience and demand
Outbound, inbound,
and surround
Any and every
consumer touchpoint
Relationship, and
Co-ownership
Engagement and Participation
Age of the Mass Market (20th Century)
Creating brand awareness
One-way communication
Major mass media
Interrupt and Repeat model
Reach
Age of Digital (21st Century)

4. Understanding the relationships between brands and
consumers is the key to unlocking the full market
value of your brand
• Relationships connect the Brand to the Customer. Decoding these
relationships is key to building brand equity, growing the customer
franchise, driving marketing power and increasing financial return.
BrandPanorama LLC

5. The BrandPanorama Brand Model gives prominence
to “why I am attracted the brand” and “how it makes
me feel”
BrandPanorama LLC
Attachment
•Brand Emotion and
Fit with Self-Image
Meaning
•Personal Relevance and
Brand Experiences
Attraction
•Positive Differentiation and
Brand Charisma
Salience
•Brand Registration
and Familiarity

6. Our model shows the development of Brand Equity
and the health of Customer Equity are highly related
BrandPanorama LLC
Correlations among
brand users (maintain;
vulnerable) and non-
users (grow;
unavailable).
Respondent level data
across 48 brands, 9
categories, 1500
respondents.

7. Our research shows certain brand relationships have
a greater than expected impact on market value
BrandPanorama’s 5 key “Power Relationships”
• Reinforcement Superior brand performance and high satisfaction
makes me feel and look better and smarter to others
• Identification I am strongly attached to the brand; it communicates to
others who I am
• Role Model The brand’s charisma makes it a leader and helps me be
one also
• Self-Differentiating The brand’s difference includes me and makes me
feel different too
• Entertaining Just for the sheer fun of it.
BrandPanorama LLC

8. We define a Consumer-Brand Relationship as the co-
occurrence of a Brand Perception and a relevant Brand
Experience
• These 5 “power relationships” styles have emergent or superadditive properties
i.e. the combination of the two components is greater than the sum of their parts .
BrandPanorama LLC
Brand Experiences
Brand
Perceptions
Self-Esteem Self-Expression Mentoring There For Me Pleasure
Performance/
Satisfaction
Reinforcement
Emotional
Attachment
Identification
Brand
Charisma
Role Model
Positive
Differentiation
Self-
Differentiating
Relaxed &
Stylish
Entertaining

9. Power Relationship styles among brand users
vary dramatically across (and within) categories
BrandPanorama LLC
40.7
25.6
31.7
42.1
20.8 20.6
27.7
25.2
16.4 16.9
26.0
14.5
17.7
13.7
3.8
21.9 24.0
29.3
17.2
8.8
19.9
17.3
13.0
30.6 27.9 26.6
18.2
18.3
18.3
24.3
6.4
26.8
19.8
12.7
16.3 16.3 15.5
13.7
15.2
15.5
21.5
23.8
17.1 16.4
19.1
9.8 10.4 12.1
25.3
21.9
9.2
11.8
44.6
19.3 20.6
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Entertaining
Self-Differentiating
Role Model
Identification
Reinforcement

10. BrandPanorama’s Services
BrandPanorama LLC
Research-based Consulting and full-service custom
research on brand strategy and performance, customer
strategy, and marketing strategy
Project Management Services Expert support and
advising for project design and management, special
projects, analysis and reporting, or trouble-shooting,
without adding to your headcount
Creative Research Visualization for high-impact reports
and presentations. Custom data visualizations,
infographics, explanatory diagrams and brand narratives
that facilitate internal and external communication and
promote organizational alignment

11. BrandPanorama’s Solutions
BrandPanorama LLC
Brand Strategy
• Brand Equity Assessment
• Brand Essence, Promise and Story
• Value Proposition
• Brand Positioning
• Brand Architecture
• Brand Portfolio and Extension
• Brand Communications Strategy
Development
• Employee Alignment
• Reputation Management
Brand Performance
• Brand Equity Measurement
• Brand Monitoring and Tracking
• Brand Performance Optimization Modeling
• Brand Metrics
• Financial Return on Brand Investment
• Brand Valuation
Customer Strategy and Loyalty
• Customer Equity Measurement
• Consumer-Brand Relationship Assessment
• Customer Acquisition, Retention and Win-back
• Customer Experience and Touchpoints
• Consumer Journey
• Employee Engagement and Alignment
Marketing Strategy
• Opportunity Space Assessment
• Market Description, Structure and Sizing
• Customer Segmentation, Targeting and Profiling
• Consumer Insights
• Product and Service Innovation

12. BrandPanorama’s Approaches
BrandPanorama LLC
• BrandPanorama’s research and consulting services are high-quality and
affordably priced. Our low cost base, agility and flexibility, ability to scale, and
global network of associates represent meaningful value and a competitive
advantage for our clients.
• Our research-based consulting makes a measurable difference to your brand,
customer or marketing strategy. We have the experience and expertise to use
the right approaches and tools for each engagement.
Evaluative (quantitative)
Research
• Online surveys
• Telephone surveys
• Social media monitoring
• Marketing analytics
• Modeling
Generative (qualitative)
Research
• Focus groups
• In-person interviews
• Online communities
• Online video groups
• Ethnographies
• Laddering
Listening & Discovery
• Fact-finding Brand Scans
• Immersive Branding
Audits
• Alignment & Consensus-
building Workshops
Visualization
• Research visualization
• Visualizing brand vision
& strategy
• Creative expression
• Brand stories/narratives

13. BrandPanorama’s Experience
BrandPanorama LLC
Industries Served
• Automotive
• Banking/Finance
• Business services
• Casual dining
• Consumer services
• Durable goods
• Economic development
• Education
• Entertainment
• Hospitality
• Insurance
• Packaged goods
• Retail
• Technology/Telecom
• Transportation
• Travel/Tourism

14. Your Process is Our Process
• Our approach is consultative and very collaborative. We tailor each
engagement with our clients’ needs and goals foremost in our minds. Our
experience tells us that this is the most helpful, useful, approachable
route. It puts you in the driver’s seat.
BrandPanorama LLC
Understand
Business Goals
Build Consensus
Implement
Research Program
Align Enterprise
Measure and
Manage

15. Our difference: new approaches, improved
results
BrandPanorama LLC

16. Mark Stapylton
BrandPanorama LLC
BrandPanorama is led by Mark Stapylton, a
customer insight and brand strategy specialist
with deep global brand experience. He has
led research practices for global research
firms such as Hall & Partners, Harris
Interactive, Wirthlin Worldwide, Knowledge
Networks and Research International, and
was a co-developer of BrandAsset Valuator at
Young & Rubicam. Among other adventures,
he has explored market opportunities for
American beer brands in Eastern Europe,
American motorcycle brands in China, and
American beef in Japan.

17. BrandPanorama
FROM INSIGHT TO OUTLOOK
Contact
Mark Stapylton
(845) 702-2045
mark.stapylton@brandpanorama.com
www.brandpanorama.com
@brandpanorama