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Marketing Research Articles Related to Brand Equity

Marketing Research Articles Related to Brand Equity

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A trust-building exercise

Published
June 2006
Authors
Alastair Bruce and Luc Rens
Abstract
Qualitative research across several sectors - automotive, finance, consumer electronics, etc. - sought to understand the drivers of brand trust. Across all sectors, consumers see brand trust as fueled by product quality, the brand’s leadership and innovation, familiarity, heritage, status, the endorsement of a family member or friend, and its maker’s social consciousness.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

* An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

Brand as story

Published
December 2004
Author
Reyn Kinzey
Abstract
Consumers feel they know the story of a brand, and if brands deviate too much from that story, they can risk alienating much of their audience.

* Building and measuring brand personality: How does your brand behave?

Published
February 2011
Author
Michael Lieberman
Abstract
Beyond brand image is brand personality - a set of human-like characteristics attributed to a brand that can potentially bolster customer engagement. Knowing how to build and measure personality is crucial to understanding performance in the marketplace.

Building equity

Published
January 2003
Author
Frank Aloi
Abstract
How do banks increase sales and enhance relationships in the current erratic, untrusting markets? In light of the tough market, financial institutions are reevaluating their sales and service strategies. More and more financial institutions are using shop studies to monitor how current and potential customers perceive them. This article discusses important steps to consider in initiating a program in the financial services industry.

Concept development, Survivor-style

Published
August 2008
Author
Martha E. Guidry
Abstract
Drawing inspiration from the reality TV series Survivor, the author explains how the show's tagline can serve as a model for the concept development process.

Creating loyalty on the Web

Published
February 2001
Author
Robert Passikoff
Abstract
Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.

* Data Use: A new approach for profiling brands and analyzing competitive information

Published
August 2011
Author
Ted D'Amico
Abstract
The author lays out ways to avoid some of the problems that accompany reliance on indices to develop brand profiles.

Data Use: An indexing approach to brand equity

Published
June 2008
Author
William Bailey
Abstract
Following up on an earlier article, the author explores a real-world example of the application of a series of techniques to measure customer satisfaction and its resulting impact on brand equity. The techniques seek to uncover and measure what is truly important to customers, in this case in the biomedical industry, rather than assuming standard attributes to be important.

* Data Use: Improve confidence in findings with strength-of-conviction metric

Published
June 2010
Authors
Michael Feehan, Erik Coats and Cristina Ilangakoon
Abstract
When constructing an influential attribute assessment, adding a strength-of-conviction metric can help quantify the respondent’s degree of certainty so that it can be controlled for and used to clarify the picture of brand performance.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

Defending against private-label

Published
May 2004
Authors
Randy Brooks, Robert Kushner and Aileen Beatty
Abstract
When manufacturers look to cost reductions as a means of competing with private-label offerings, testing must be done with extreme care and a focus on sensitivity.

Don’t count on it

Published
February 2006
Author
Heather Stern
Abstract
A study of Boomers aged 50+ showed that these consumers are no more brand-loyal to most product categories than younger adults. The key is to market to values and lifestyles rather than age.

Enhancing awareness tracking studies

Published
November 2006
Author
Norman B. Leferman
Abstract
Responding to a previous Quirk’s article on enhancing awareness tracking studies, the author offers some insights of his own and provides specific question wording examples.

Evolving customer satisfaction through brand authenticity

Published
October 2009
Authors
Jeff Hall, David Robbins and Kerry Colligan
Abstract
If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.

Feedback portals can engender customer goodwill, satisfaction

Published
January 2009
Author
Vivek Bhaskaran
Abstract
If you make your most-engaged customers feel as though they are part of the very fabric of your business they will quickly become one of your most important strategic assets. Building and establishing an online feedback portal, which is explained here, can help create an ongoing dialog with these customers.

Finding the right message

Published
June 2004
Author
David Kay
Abstract
Discusses the role of research in obtaining the input of the many stakeholders affected by the decision to re-brand a hospital.

Focus groups guide Pevely's brand positioning

Published
December 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Researchers used focus groups to help Pevely Dairy Company discover how to further develop its brand to appeal to consumers. Focus group participants shared their reactions to potential prototypes.

Forget the sharks - swim with your own fish!

Published
May 2003
Author
Gerry Cain
Abstract
In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

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