I truly believe that research is an important part of modern branding.
And it's important to focus on the right things.
For my part, I advocate the importance of analysing the position of a brand
or a key component of a brand among its competitors.
Knowing and being aware of how, and by what
we are recognised and perceived by our target groups,
is key to all activities
designed to build a relationship between us as brand managers
and our current and potential new customers.
We worked with you in 2014 and 2017 on the identification
and competitive positioning of TLDs.
We were interested in how key decision-makers in companies
see and understand this area.
And where do they see the .si domain
in comparison to .com, .biz, .eu, .info, .org and .net.
What we discovered in 2014 was the starting point
for ARNES' domain work communications in the following years.
And the 2017 results
showed us how successful you have been in your communications.
I have to admit that the results were quite fascinating.
In three years, .si has overtaken .com in recognition
and become the first choice among companies in Slovenia.
The .si domain display increased by 18% in 3 years.
94% of decision-makers considered it a good fit for their business.
Meanwhile, all other domains experienced a drop...
We also measured the strength of domain visibility
through key attributes and values. The so-called perception index.
This increased by 15% for .si over three years,
and we were impressed to see
that the perceptual power of .com decreased by 25% over that time.
Top results! Really.
We were delighted to see a substantial increase in perceptions,
which identified .si as significantly more simple,
accessible, reliable, fast and efficient.
Decision-makers associated .si
with a significantly higher level of accessibility,
credited it with a significantly higher level of security and its power
to highlight the domestic origin of products or services.
Furthermore, we found
that .si was significantly more 'in' in 2017,
i.e. significantly more modern, than it was in 2014.
All of this was the result of targeted and focused
domain-specific communications sent by ARNES to the public.
We must admit, what you did then was excellent!