At the 2nd IREP Forum on 25 April, Catherine Schutz, Associate Director at Repères, received the Programme Committee Prize for the best study or research programme.

This prize, which we are very proud of, rewards the presentation: “Are your marketing actions consistent with the “reflex assets” of your brand?”

The method presented uses the R3M score with a very simple method of data collection (1 question, 3 words, 1 exclusive algorithm) and makes it possible:

• To identify the key dimensions of the brand which leave a mark in the mind of the consumer (REFLEX ASSETSâ) and will be drivers in the decision-making process,
• To measure to what extent marketing actions have an impact on these assets: reinforcement, reduction, the creation of new associations, etc.

Here is an excerpt of the presentation: