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Marketing Research Articles Related to Brand Equity

Marketing Research Articles Related to Brand Equity

Showing items 1-20 of 75.

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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.

Consumers give Mannington a winning formula for new vinyl flooring product

Published
May 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Mannington Resilient Floors used several research strategies to develop its successful flooring product. In addition to a telephone survey, Mannington used HTI Custom Research's monthly mail omnibus study to determine some basic purchase dynamics and the demographics of purchasers of floor coverings. Consumers were asked about their level of satisfaction with different kinds of floor coverings and what the coverings’ strong and weak points were. Mannington also studied retailers and others in the trade to gauge perceptions compared to its competitors and to determine how to increase and improve its industry profile.

Linking a brand's equity to its identity

Published
February 1998
Author
Harry Vardis
Abstract
Brand equity is a hot topic in marketing research. This article deals with the qualitative aspect of brand equity, the brand's identity.

Strengthen your brand's equity with a brand contact audit

Published
February 1999
Author
Harry Vardis
Abstract
Building brand equity requires attention to details. This article discusses brand contact audit as a tool for strengthening brand equity, including benefits, category criteria and method.

Strategic planning process

Published
May 1999
Author
Robert Passikoff
Abstract
Brand equity is usually defined in terms of advertising in ways that aid communication development rather than strategic brand management. This article discusses brand equity and strategic planning.

Franchise extension

Published
November 1999
Author
Harry Vardis
Abstract
Companies frequently consider franchise extension. This article is a starting point to discuss the issues regarding line and franchise extensions that concern clients.

Identifying and leveraging brand equity: a 21st century approach

Published
March 2000
Author
Robert Passikoff
Abstract
The author discusses what he believes is the intellectual gap between what is now known and what is still practiced regarding brand equity. He looks at the need for a realignment of a definition of the term “brand equity” and questions that need to be asked by people about to enter the brand arena.

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: Using discrete choice models to measure brand equity

Published
April 2003
Author
Michael Lieberman
Abstract
Brand equity is one of the more popular concepts in marketing today. This article discusses brand equity, including its measurement and the use of discrete choice models as a better measurement tool.

Mystery shopping strategies for the financial services industry

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.

Is your brand keeping its promise? Use mystery shopping to find out

Published
January 2003
Author
Andrew Gemmell
Abstract
As a qualitative market research tool, mystery shopping gives retail organizations an objective snapshot of their organization at any given moment. This article discusses mystery shopping, including lack of understanding of the tool, if it really works, involving and informing employees, who mystery shoppers are and improving equity.

Use corporate ethnography to understand and reignite your brand

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.

It's the user satisfaction, stupid

Published
January 2004
Author
Sarah Hiner
Abstract
Though corporate Web sites are not products in the literal sense, they serve as powerful brand image communicators. While companies conduct large amounts of research on their actual products and services, many err by failing to seek user input when developing or refining their Web sites - which can lead to alienated or frustrated users. The author provides a brief overview of the steps companies should take to gauge their site’s usability.

Getting kids to notice your brand

Published
February 2004
Author
Martin Lindstrom
Abstract
Companies wishing to attract the attention of tween consumers must throw out their ideas of conventional marketing and embrace a new, 24/7 approach. Based on research with tweens across the world, the author explores some successful tween-aimed marketing programs and offers advice on how marketers can create their own buzz with this important audience.

Getting the right answer from cost-reduction research

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.

Trade Talk: Creating, growing and defending your brand

Published
May 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Reviews of four brand-related books: Brand Harmony, Brand Driven, Global Brand Strategy, and Defending the Brand.

How to re-brand a hospital

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.

How qualitative research can help you compete in a rapidly commoditizing world

Published
June 2004
Author
Andy Greenfield
Abstract
Qualitative research techniques such as video-enabled ethnography, one-on-ones and ideation sessions can lead to new insights and lift a company out of the mire of commoditization and product sameness.

A look at corporate and brand images in Eastern Europe, the Caucasus and Central Asia

Published
November 2004
Author
Edward Hodgman
Abstract
A study of corporate and brand images across several Eastern European and neighboring countries shows that while Western products have made significant inroads, there is still a strong sense of nationalism that can drive success for regional and local brands.

Brand as story: A tale of two tellers

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.