It’s clear that what sells today is not solely the product itself but also the impression consumers have of the product, i.e. the brand. Marketers apply various strategies and tactics to strengthen a given brand and its position in the competitive marketplace. At the same time, "brand” is not static, but is rather a dynamic phenomenon that dwells in a perpetual changing environment. Hence, it is vital to periodically reevaluate the brand’s image in the eyes of the consumer – to determine how robust it is and which aspects need to be reinforced and which weaknesses need to be repackaged to make the brand more valuable.

Specific research tools designed by ACT allow you to clearly gauge how consumers view your brand, what positions it holds, how it has been developed and what potentials it has. Knowing all of these things can help you create a streamlined brand development strategy which will improve the brand’s positions with the most efficiency.

For brand study ACT offers special research tools:

ACT Brand Thermometer^TM: A tool for measuring brand vitality. The uniqueness of this tool lies in its ability to determine the strengths of a brand in each of three components: image, price and loyalty.

ACT Brand Monitor^TM: This provides same information about the brand as the Brand Thermometer however, the Brand Monitor, because of its regularity, allows the brand to be seen in the development process.