To measure the degree of proximity  we use a model that goes beyond the rough separation of consumers and non- consumers, regular or non-regular buyers of a brand. In this model, we analyze the degree of accessibility to the brand from the side of non-consumers including. We call it the model of 4A, because it establishes 4 levels on the basis positive attitudes (adopt, accept, allow, access) and 1 level of negative attitude towards the brand. It is a total of 5 levels of brand proximity, taking into account both its awareness and demand. The model is a very suitable tool for tracing the bond of your consumers also, with the brand within time (tracking).

Consumers do not consider brands and do not react to them in the same way that professionals in marketing do. They rarely articulate the importance of a brand in their every day lives. But if you ask them in an appropriate way, with appropriate research methodology for their thoughts, feelings and associations about product or service, you will be surprised by the variety and quality of responses that a brand name can evoke.

Questions that marketing professionals often ask themselves are:

    * How do consumers perceive our brand?
    * Does their perception for the brand differentiate from ours?
    * Does our brand distinguishes enough from competitors?
    * Is there a market niche that we can take advantage for our brand positioning?
    * What aspects of our brand image we must change in order to improve or change its position?

To answer this and other questions we have developed methods which focus on key elements of brand architecture that are sending value messages to consumers:

    * Brand name
    * Brand logo
    * Pyramid of the brand
    * Personality of the brand.

To reinforce brand positions we suggest an image study, which produces a map of your brand  according to the competitors. Depending on the particular marketing tasks which you decide, we can offer you a quantitative or qualitative method to study and analyze the image.

Successful management of your brand requires a response of at least two more questions:

    * What real value do the consumers add to your brand?
    * What aspects of perception or image of the brand do determine this value?

The answer to these questions we analyze through a specially developed by our colleagues in Germany method called Brand*Manager.