Brand Awareness and Image Study

The client approached Marketing Consulting Group specialists to conduct research on brand recognition and image.

The main goal of the marketing research — to determine the main components of the LIGA:ZAKON brand image for the target audience.

Three main types of target audiences were identified: lawyers, accountants, and company executives. The geography of the research covered Kyiv, Kharkiv, Dnipropetrovsk, Odesa, and Lviv regions.

The proposed method for obtaining information: telephone survey, sample size: 400 people.

Research Objectives

1. To determine the level of unaided brand recognition, the order of mention among competitors, and aided brand recognition.
2. To determine the level of usage of LIGA:ZAKON products compared to competitor products.
3. To find out if there are differences in the consumer's mind between the LIGA:ZAKON company and the «LIGA:ZAKON Information and Legal System» product.
4. To identify the differences between LIGA:ZAKON and Liga.net.
5. To assess the differences in image attributes compared to competitors.
6. What is disliked, difficulties, problems in use, reasons for refusing to use LIGA:ZAKON products.

A feature of the questionnaire was the use of open-ended questions, questions involving naming associations, and questions with distractor answers. Such a variety of tools ensured a wide range of responses and enabled a deep interpretation of the obtained results.

Results

Based on the conducted marketing research, the following was obtained:

• the opinion of each group of specialists from the Kyiv region and generally across the studied regions.
• the opinion of each of the three groups of specialists.
• the opinion of all specialists from each region.

The client received information on the following questions:

• what legal software lawyers, accountants, and business leaders use.
• what LIGA:ZAKON company products specialists of Ukrainian companies know, and which ones they use.
• what characteristics are attributed to the LIGA:ZAKON brand in the minds of consumers.
• what company specialists know about the LIGA:ZAKON brand.
• what associations the LIGA:ZAKON brand evokes in lawyers, accountants, and executives (eight main types of associations were identified).
• what are the disadvantages of using LIGA:ZAKON products.
• how consumers refer to LIGA:ZAKON products.
• who are the main competitors of LIGA:ZAKON products.

The client received a text report with conclusions and recommendations for working on image formation among each of the target audience groups, as well as a designer presentation that visually presented detailed numerical and verbal information.