This study provides regular monitoring of the brand’s position in a competitive environment, which is particularly important throughout the brand lifecycle. The goal of this monitoring is to regularly evaluate the brand’s competitive capabilities in a fast-changing market, which in turn supports effective planning and adjustment of marketing activities.

This study provides detailed insights into the reasons behind market situations and answers key questions such as:
– Which strengths of the brand drive purchase and need to be reinforced?
– Which weaknesses hinder purchase and require improvement?
– To what extent does the brand’s image and perception align with consumers’ main purchase criteria, and what adjustments are needed to better meet consumer expectations?

Informational Value of the Study

1. Comparative brand evaluation using the 6P framework:
   
   • Proposition: Brand awareness, brand image, rational and emotional advantages, and switching barriers;
   • Product: Perception of taste, quality, and product range;
   • Price: Evaluation of pricing and its correlation with product quality;
   • Place: Distribution coverage and shelf visibility;
   • Promotion: Exposure to advertising and other brand information sources, participation in tactical promotions, and the effectiveness of these campaigns;
   • Package: Assessment of packaging design, assortment, and size;
2. Advantages and disadvantages of the brand compared to its competitors.
3. Reasons for satisfaction and dissatisfaction with the brand.
4. Key drivers of consumer choice.
5. Alignment or mismatch of brand image with consumer.
6. Impact of advertising campaigns on brand image.