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Marketing Research Articles Related to Brand/Image Development

Marketing Research Articles Related to Brand/Image Development

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10 key activities in measuring and communicating pharma product launch excellence

Published
March 2015
Author
David Hanlon
Abstract
From setting your KPIs to finding suitable benchmarks, David Hanlon lays out 10 things to do to track the ascent of a new pharma product.

10 tips on fostering consumer loyalty and driving satisfaction

Published
October 2014
Author
Bob Macdonald
Abstract
The author provides 10 tips for brands looking to differentiate themselves from the competition.

A 4-pillar framework for entering an emerging market

Published
April 2015
Author
Sarah Boumphrey
Abstract
The author provides a four-pillar market selection framework for MR teams to use when looking to enter an emerging market.

A case study of MR design conceptualization

Published
February 2015
Author
Michael Lieberman
Abstract
A case study application of how conceptualization could be used to assist a fictional public relations company looking to broaden brand awareness.

A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

A positive take on negative advertising

Published
June 2014
Author
Laura Bernier
Abstract
Done right, a negative ad can actually have a positive impact on brand perceptions. The author offers tips on how to craft and structure a negative ad so that viewers come away with the desired reaction.

Ad research and the element of emotional surprise - the tale of Susan Boyle

Published
May 2010
Author
Charles Young
Abstract
The overnight success of Susan Boyle may provide insight into what marketers and advertisers can do to promote emotional engagement with a brand. The author dissects Susan Boyle's television performance to determine the point where her "brand" began.

Advertising: today's sale or brand-building for tomorrow?

Published
May 2000
Author
Margaret H. Blair
Abstract
This article reviews the empirical evidence that demonstrates that there is no such thing as brand building for tomorrow without brand building and sales today. The article examines definitions, branding today and tomorrow, a branding model and case studies.

Affective positioning: how research can help marketers understand consumer emotions

Published
October 2010
Author
Roger A. Straus
Abstract
The author suggests that researchers and marketers alike would benefit from looking beyond a product, brand or company's natural positioning and also assess its rational, affective and relational positioning.

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.

Analyzing the role that car brochures play in the auto sales process

Published
October 2008
Author
Charles Young
Abstract
Using data from various studies conducted by his firm, the author looks at how car brochures, with their mix of emotional appeals and vehicle information, work to influence the car sales process.

Beyond awareness and recall: rethinking sponsorship measurement

Published
August 2011
Author
Nicholas Cameron
Abstract
Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

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.

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.

Brand positioning to multiple markets - change the message, not the mission

Published
June 2011
Author
Dennis Crowley
Abstract
One brand consultant weighs in on why companies should avoid creating different product positions for each target consumer group.

Brands, prepare to engage with Generation Z

Published
February 2015
Abstract
Kelly Short describes the impact Generation Z will have on the retail market and provides insight for brands looking to engage the next generation.

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 your brand with Hispanics the blended, bicultural way

Published
August 2014
Author
Jeri M. Smith
Abstract
The author draws from a study of retailers’ holiday ad campaigns to offer advice on how to maximize the impact of Spanish-language and general-market advertising aimed at Hispanic consumers.