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Marketing Research Articles Related to Brand Positioning Studies

Marketing Research Articles Related to Brand Positioning Studies

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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.

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 and a strong marketing campaign keep Copper Mountain's business hot

Published
March 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Copper Mountain conducted one-on-one interviews with skiers on a chairlift ride to solicit impressions of service areas, to find out about skiing preferences, and to determine awareness of advertising. To delve deeper into perceptions of Copper Mountain and other ski areas and test a potential marketing campaign, it also held focus groups with a number of skiers who had taken the lift survey.

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 with consumers points the way to personifying Mr. Coffee for a new advertising campaign

Published
March 1992
Authors
David M. Morawski and Lacey J. Zachary
Abstract
Mr. Coffee conducted research to develop and monitor the Mr. Coffee brand personification campaign. The company used a variety of quantitative and qualitative research methods, including focus groups, nationally-distributed questionnaires, in-house interviews and a tracking study with a national sample of over 1,000 participants.

First-time use of Kano method helps Carrier Corp. research buyers of its air conditioning units

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Carrier Corporation conducted face-to-face interviews with potential commercial and residential users of the company's ductfree systems in Italy, Spain, Korea and Singapore using the Kano method to determine if the same product could be used in every market and the possible impact on customer satisfaction of doing so and to understand if there were market-differentiation possibilities.

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.

Independent hardware store surviving battle with category killers

Published
May 1999
Author
Terry Fink
Abstract
Retail independents are challenged more than ever to not only maintain sales and profits but to simply survive. This article points out why cutting prices and paring the organization is the wrong reaction and why research and planning are needed more than ever when faced with heavy competition from a national chain.

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.

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.

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.

Loosening the wheels of innovation

Published
March 2006
Authors
Cara Woodland and Lauren Bierbaum
Abstract
Seeking to extend its venerable brand, WD-40 conducted ethnographic research with workers in a variety of industries to uncover unmet needs. The research led to the introduction of two very successful products, the No-Mess Pen and the Big Blast.

Research examines drivers of consumer trust in pharmaceutical and other brands

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.

Research lays foundation for hospital’s non-traditional ad campaign

Published
June 2006
Author
Robin Segbers
Abstract
Akron Children’s Hospital used telephone research and focus groups to determine the most effective messages to communicate in a new ad campaign. The hospital’s clinical excellence in high-acuity service areas was chosen as one of the attributes to promote.

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.

Tektronix uses research to create key customer metrics and drive marketing and sales strategies

Published
March 2007
Authors
Martyn Etherington and Laura Patterson
Abstract
Test and measurement firm Tektronix conducts research with its customers to obtain an advocacy score as well as to measure satisfaction.

The four types of brand memories

Published
April 2007
Author
Charles Young
Abstract
Four kinds of tags play a role in how an ad makes its way into a viewer’s memory: knowledge tags, emotion tags, action tags and a brand identity tag. The author discusses how the tags work together and how their impact can be measured.