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 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 …
November 18, 2019
CELL PHONE USAGE IN BAYS AT INDEPENDENT REPAIR SHOPS
Nearly every auto repair technician owns a cell phone (99.6%), and nearly half own a tablet or iPad (46.4%). For 57%, those personal devices end up in their working bay. …
October 29, 2019
The Hispanic DIY Auto Maintenance & Repair Consumer
28.1% of the Hispanic population perform their own vehicle maintenance and repairs (DIY), compared to 23.3% of the total market. Purchases amongst the Millennial generation is also much higher relative …
May 15, 2019
Install-it-for-me at Independent Repair Shops
Consumers continue to bring parts to repair shops they’ve bought at retailers or online sources. While shops field these requests, some shops are more open to installing these parts than …
January 9, 2019
Part Delivery Times at Independent Automotive Repair Shops
When an independent auto repair shop orders parts, delivery time can vary widely depending on the type of part. Some shops are willing to wait longer for parts as well…read …
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. …