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
March 1, 2021
The Importance of Private Label and National Branded Parts at Independent Auto Repair Shops
IMR recently spoke with the person most responsible for making parts purchasing decisions at 500 independent automotive repair shops. Our focus was to understand their use and perceptions of private …
February 26, 2021
Update: Private Label/Store Brand Parts Purchasing by Independent Auto Repair Shops
In January 2021, we spoke with 500 independent automotive repair shops about their purchase frequency and use of private label brands. IMR started asking these questions in 2018 (read here) …
December 10, 2020
2020 EOY Independent Automotive Repair Shop Health & Part Delivery Disruption Update
As of December 2020, ninety-one percent of independent automotive repair shops reported a decrease in revenue this year. 18.5% of shops report they have returned to ‘normal’ revenue levels while 1.3% …
August 27, 2020
Private Label/Store Brand Parts Purchasing by Independent Auto Repair Shops
Over the past two years, independent automotive repair shops have reported that they’ve increased their purchases of private label/store brand parts. In 2018, when asked if they had increased their …
June 22, 2020
Delayed Vehicle Maintenance | Q1 – Q2 2020
Each quarter, IMR interviews 25,000 households about how they’ve serviced and maintained all the vehicles in their household (IMR Vehicle Maintenance Tracking Study) and, equally as important, what service, maintenance …
June 8, 2020
Challenges for Independent Repair Shops and Technicians the Remainder of 2020 (COVID-19 Update)
At the beginning of 2020, prior to the pandemic, we surveyed independent automotive repair shops to get insight into what they thought their biggest challenges would be for 2020, for …
May 13, 2020
Disruption in Auto Parts Availability Affecting Repair Shop Purchasing Behavior
Independent repair shops have seen a large drop in business due to the COVID-19 pandemic and shelter-in-place restrictions. Some shops are faring better than others, some are more optimistic than …
March 31, 2020
Automotive Parts & Service Consumer Purchasing Behavior During an Economic Downturn
January 22, 2020
Challenges for Independent Repair Shops and Technicians in 2020; Advice they’d give to Future Technicians
Heading into 2020, according to independent automotive repair shops, the biggest challenges to shops and their technicians include finding time for hands on training (42.6%), staying up to date with …