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Marketing Research Articles Related to Brand Identity

Marketing Research Articles Related to Brand Identity

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Research aids in growth, success of church

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Wooddale Church in Eden Prairie, Minn., is proof that market research and a desire to be consumer-driven have a place in religion.

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.

Attitude surveys keep phone company in touch

Published
June 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Southwestern Bell Telephone Company uses its Customer Attitude Survey (CAS) to determine customer perceptions about the company and strategize key areas to improve the success of the company. What sets CAS apart from other research techniques is that customers participated in the design of the survey. When areas that need more in-depth research are identified through CAS, focus groups are conducted.

Research shows risk of package redesign

Published
October 1988
Author
Quirk's Staff
Abstract
General Foods completed a study to determine customer reactions to a proposed re-design of the packing for Crystal Light. The researchers used one-on-one interviews, followed by an individual simulated shopping experience in an environment where the participant could be observed through a one-way mirror. The final part of the interview included personifying Crystal Light, describing various attributes.

Radio station tuned to research

Published
October 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Emmis Broadcasting used phone surveys and auditorium music listening tests to determine how it should change its music mix for its listeners. After launching its new format, the station conducted a perception study of its listeners.

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.

Research helps a rural Arizona hospital through a bond election and beyond

Published
January 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
To determine its marketing efforts, Yavapai Regional Medical Center in Prescott, Ariz., uses a regular cycle of surveys to gauge community awareness and perceptions of the hospital. In addition to surveying community members, it also conducted patient satisfaction surveys.

Focus groups tell Ethan Allen its redesigned logo stylishly combines the old and the new

Published
November 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
Ethan Allen conducted focus groups to create a logo that communicated the changes at Ethan Allen while preserving existing customer loyalty. The focus groups gathered input from long-term customers, recent customers and potential customers.

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.

Beyond human oddities: how to mine consumer brains to build powerful brands

Published
May 1998
Author
Tracy Teweles
Abstract
Consumers have relationships with brands and categories. This article discusses the consumer-product/category interaction and how to measure underlying category and brand experience in order to strengthen brands.

Manufacturing firm turns to research and marketing to differentiate itself from competitors

Published
April 1999
Authors
John Kavalkovich and Linda Kessel Roovers
Abstract
Appleton Manufacturing Division used Roundhouse Marketing, a four-step multidimensional approach, to differentiate itself and survive in its industry.

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.

What to look for in developing global brand advertising

Published
November 2003
Author
Charles Young
Abstract
This article discusses global brand advertising development, including creative options and international barriers to universal executional effectiveness.

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.

The reality of Baby Boomer brand loyalty

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.

 

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