Product branding strategies are derived from market data analysis that market research firms typically create. At Patton Design, a particularly successful, unique process is used whereby conceptual processes derive information that drives innovation.

Patton Design’s market research is done with, first, the illustration of many potential ideas so the study undertaken has greater depth of validation; in this way, the market data analysis has more validity for product market research. For strategic brand development, the firm focuses on the demographic and psychographic needs of users. Its brand strategy compares these needs to those linked to competing innovations, generating strategies that compare each product feature of the competition to understand the levels of importance for each component. The strategic branding process also includes evaluation of patentable validation; paid market research, involving human factors tests, is conducted. On the whole, this approach to market analysis allows for product evaluation that helps determine the importance of corporate investment in any product category, generating market-dominating ideas.