Parts Brand Research
At IMR, we always begin by establishing the facts. It’s important to understand a brand stands for, and what its values are, especially, in the eyes of your customers. Furthermore, it’s important to recognize how these compare with the values of your competitors.
IMR has existing, off the shelf, research on many parts brands within our CCAMS and Installer Parts Tracking syndicated studies that measure unaided and aided awareness, usage, preference, brand share, brand attributes and other useful insights to help you get a quick understanding of your brand position in the market place.
In addition to syndicated, readily available brand research, we deliver customized brand studies that provide direction, insight, and uncover opportunities to strengthen competitive position. We view brand development as a mix of creativity and marketing information to uncover brand positioning opportunities in market spaces often cluttered with brand noise.
We tackle b2b branding research with a structured approach, assessing your brand’s value by measuring its performance at every stage of the brand funnel (shown below). This includes the vitally important component of awareness. Without awareness, the brand is effectively useless. Being able to measure interest is equally important since it enables us to determine whether your brand is in somebody’s ‘consideration set.’
It is important for us to measure both penetration – that is the percentage of your target market that actually uses your brand – as well as advocacy levels (those who are likely to recommend your brand).
A very useful way of measuring brand efficiency is to calculate the proportion of those that are likely to recommend your brand compared to the total number who are aware of it.
Only when you understand your own strengths and weaknesses, and those of your competitors, is intelligent brand strategy possible. Recognizing those strengths and weaknesses at different stages in the brand funnel can, for example, enable your direct marketing resources to be directed where they will be most effective. Competing brands, meanwhile, can be attacked in the areas where you can see that they are weak.
Related Syndicated Research
October 10, 2018
Independent Auto Repair Shop Private Label/Store Brand Purchasing
Independent auto repair shop’s purchasing of private-label/store-brand parts is on the rise. Almost 2/3rds of shops plan on increasing their purchases over the next two year which is driven by …
August 28, 2018
Independent Auto Repair Shop’s Competitor Perceptions & Differentiation
This month’s insight follows up on our last insight (Independent Auto Repair Shop’s Biggest Competitors) and describes who the independent auto repair shop’s top competitors are, why they’re the shop’s …
July 30, 2018
Independent Auto Repair Shop’s Biggest Competitors
We asked independent automotive repair shops who they perceive to be their biggest competitors. Their views of their top competitors are very consistent with channel share metrics tracked by IMR. …
June 12, 2018
How Repair Shops are Investing in their Future
We asked General Automotive Repair Shops what investments they were making in their shops. The majority of those shops are making investments in their business to improve or maintain their …
February 20, 2018
Electric/Hybrid Vehicle Service & Maintenance Trends
Slightly more than one quarter (26.8%) of general automotive repair shops serviced hybrid vehicles in the past month while 8.8% of general automotive repair shops serviced electric vehicles in the …
October 15, 2017
Millennial Automotive DIYers – Light Maintenance Products Consumer Profile
Millennials account for 28.7% of DIY light maintenance repair purchases. As they’ve aged, their representation in this category of products has seen a 5 year CAGR of 4.9%. The majority …
October 2, 2017
Repair Shop’s Potential to Switch 1st Call Supplier
Automotive parts suppliers have strong satisfaction levels, with all shops rating their experience over the past few months as good, very good or excellent. Despite these strong scores, one-third of …
September 10, 2017
Consumers Delaying Vehicle Routine Maintenance
In this month’s IMR Insight, we’re looking at IMR’s syndicated Delayed Vehicle Maintenance Tracking Study and specifically consumers that have delayed routine maintenance parts and services. In total, 7.9% of consumers indicate they …
August 1, 2017
Threats to General Repair Shop Business
In June, we asked general automotive repair shops about current and future threats to their business. Of the six current/future threats asked about, the cost of tools and equipment required …