Brand attributes is an annual programme of research which centres on finding out which words or phrases the public associates with their “ideal” charity, compared to other named charities.
Click here to download the briefing pack -
Brand Attributes briefing pack (235.68KB)
Brand attributes is an ideal way for charities with high levels of awareness to achieve a deeper understanding of the way their brand is seen by the general public.
Charities can find out which attributes the public associate them with, as well as testing different statements about the work they do.
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The first wave of research took place in 2001. The research now runs once every year in April.
The research asks respondents to choose the adjectives they would use to describe their ideal charity such as accountable, honest, innovative, approachable, campaigning, and then compares this to the adjectives respondents would use to describe particular brands, their comparators and the “average” performance of the sector.
In addition, participating organisations can test out a series of statements about the levels of trust the public have in charities and can also establish general attitudes towards individual charities.
Questions about which charities are supported now and which charities the public would consider supporting in the future are also included – this allows for comparison between the adjectives that supporters and non-supporters choose.
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The research is carried out among a nationally representative sample of 1,000 people accessed through an online panel.
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The research is only accessible to those who have a 40% or higher prompted awareness level (as measured in our Charity Awareness Monitor). Current subscribers include charities such as Cancer Research UK, NSPCC, The Salvation Army, RSPB, and the Citizen’s Advice Bureau, amongst others. (back to top)
Costs and package for subscribers
The basic cost of the Brand Attributes research is £3,750 plus VAT. For clients who are also members of the Charity Awareness Monitor this is discounted to £3,250 plus VAT. (back to top)
For more information please contact Caterina Violi at
caterina.violi@nfpsynergy.net, or on 0207 426 8888, to receive a briefing pack and some sample results. The next wave of research will take place in April 2010.
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