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Learn About Conducting Brand Equity Research

We've grouped together all the information our site contains on Brand Equity to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... February 2015
News and notes on marketing and marketing research: digital addictions; valuable nation brands
Does customer experience = market research insights + implementation?
After attending conferences in both the marketing research and customer experience realms this summer, Eric Whipkey wonders if researchers are in danger of having their roles usurped or co-opted by CX professionals.
Data Use: Using NodeXL to decipher big data
Michael Lieberman test-drives a free, open-source social media data analysis tool.
Think you know segmentation? Think again! A close look at 4 core analyses
This article addresses four different kinds of segmentation analyses - a priori, post hoc, brand and drive - and goes on to offer examples and explain what each accomplishes.
By the Numbers: How to use research to measure an app's impact
Your company’s app is a critical link to your consumers. Here’s a quick look at measuring its effectiveness.

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Related Articles

There are 74 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Research encourages a comprehensive redesign of Blue Nun packaging
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.
Trade Talk: Study uncovers America's most powerful brands
This month's column reviews the top 10 most powerful brands in America and what attributes they share.
Did the product stop pushing consumers’ emotional buttons?
A product can be a functional performance “superstar” but still lack the right emotional messaging, as the project profiled in this article found. Emotional mapping of individual brands helped the client understand how customers perceived the product’s marketplace.
Understanding kid and tween brand affinity
Rather than being me-focused and anxious to grow up, most kids and tweens are interested in brands meant for them that bring families together, according to research by the author’s firm. This article provides eight key drivers in creating a brand that will win with kids/tweens and their parents.
How to evoke respondents’ brand-related stories
The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

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