Understanding Brand Perceptions / Developing Brand Essence among HCPs: COPD CHALLENGE Understand current “mind space” occupied by available COPD brands and identify opportunities for client’s future brands. Specifically: Explore brand perceptions of current COPD brands (personalities, characteristics, traits) SachsDetermine emotional and rational / clinical product associations with current and future brands APPROACH IDIs and group discussions to explore real life feedback on brand usage and to identify nuances in individual’s perceptions.Pre-interview task focused on documenting clinical and emotional associations with each product of interest. Projective techniques used during research to build a full picture of brand personality.OUTCOME Presentation outlined aspects driving “Brand Snaps

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