U&A studies are carried out tailored to the needs of companies, which can be the most varied:

• ‘Market sizing’ (category penetration, frequency of use and purchase, etc.)
• Understand the category (who buys, when, where, how, etc.)
• Relationship and image of brands (penetration, perception, brand drivers, etc.)
• Know the target (segment the clients by attitudes and behaviors)

Segmenting the market allows brands identify to categorize their customers by their common characteristics. In this way, relevant information can be obtained to develop effective strategies and tactics of communication with each of these segments.

Building strong brands is the goal of several companies. Strong brands are brands with more loyal customers, who are available to pay. This allows brands to make larger margins and makes them less vulnerable to competitors’ activities.

According to the model we use, building strong marks involves four phases:

• Create a brand identity, i.e. build brand awareness
• Create a brand image – relevant, strong, favorable, and unique
• Provoke a positive brand response
• Establish a strong close relationship between brand and consumer intense relationships and active loyalty

Achieving these four phases means establishing six brand building blocks – brand boss, brand performance, brand image, brand opinion, brand sentiments and brand resonance.

The resonance of the brand happens only when the remaining levels are established, which the  brand means that customers / consumers are in a high level of loyalty to the brand,  who actively seek to interact with the brand and  who share experiences with other customers / consumers.