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Marketing Research Articles Related to Brand/Image Development

Marketing Research Articles Related to Brand/Image Development

Showing items 1-20 of 118.

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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.

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.

But how do you really feel? An approach to measuring consumer emotions

Published
October 2011
Authors
Ed Chao and Julie Wittes Schlack
Abstract
The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

By the Numbers: How to use research to measure an app's impact

Published
October 2013
Author
Jason Jacobson
Abstract
Your company’s app is a critical link to your consumers. Here’s a quick look at measuring its effectiveness.

Considerations when employing a market research online community

Published
August 2010
Author
Julie Wittes Schlack
Abstract
The author outlines some of the specific trade-offs (big vs. small, general vs. specific, pure vs. passionate) that researchers make in choosing to use market research online communities.

Consumers are like Google: Brand-building and the search for meaning

Published
December 2011
Author
Charles Young
Abstract
For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

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.

Consumers using Facebook pages as the new ad circulars

Published
August 2011
Author
Quirk's Staff
Abstract
Data from Compete shows Facebook gaining ground as a purchase influencer as consumers increasingly turn to brands' official Facebook pages for sales, promotions and information.