Discuss the methods used for brand testing.
Most of the consumer products are sold due to the brand name associated with them. Branding is done to enhance the saleability of the product. Therefore, it is essential for a marketer to know before launching his product in the market whether it will succeed or not. For this purpose brand testing is done by the manufacturer.
Different methods of brand testing are:
(a) Memory Test:
Under this method, a group of selected persons are asked to remember certain names or symbols. After sometime, they are asked to tell those names. If most of them remember particular symbol or name, that brand is said to be good. With this study selection process of brand name or symbol can be made easily.
(b) Preference Test:
In this method, selected group of persons are given a list of symbols or names and are asked to rank or rearrange them in order of their preference. The name or symbol which is mostly preferred is selected as brand name or symbol.
(c) Learning Test:
A list of names or symbols is given to a selected group under this method. Then they are asked to pronounce the names or draw the symbols. The name which is pronounced easily and written correctly is selected as brand name.
(d) Association Test:
Under this method certain names are read out before a selected group of people. Then they are asked to write names which they easily remember. The name which scores first position and is written by majority of selected people is selected as brand name.
