Learn About Conducting Brand Equity Research

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.

How a brand's ideals can fuel its growth

An analysis of the 50 brands that ranked highest on both consumer bonding and value creation over the past decade reveals that the most successful businesses are ideals-driven. This article uses several real-world case studies to illuminate the three primary benefits of ideals-driven practices.

Use research to make sure your product's positioning is solid, relevant

Boehringer Ingelheim’s director of marketing research on why you shouldn’t launch a product until you get the positioning right.

George Orwell - branding guru?

The following article discusses the connection between stories and brands as they relate to an excerpt from 1984, highlighting some of the top brands that have best connected to Orwell's line "the products of minds similar to ours."

Data Use: A new approach for profiling brands and analyzing competitive information

The author lays out ways to avoid some of the problems that accompany reliance on indices to develop brand profiles.

Using social networks to connect with consumers beyond the customer experience survey

A customer survey is an excellent venue for asking about (and using) consumers’ interest in social media to understand and potentially deepen their relationship with your brand.

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Related Articles

There are 65 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Going for the gold

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.

What makes a brand great to today’s youth?

Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.

Forget the sharks - swim with your own fish!

In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

It's the user satisfaction, stupid

Though corporate Web sites are not products in the literal sense, they serve as powerful brand image communicators. While companies conduct large amounts of research on their actual products and services, many err by failing to seek user input when developing or refining their Web sites - which can lead to alienated or frustrated users. The author provides a brief overview of the steps companies should take to gauge their site’s usability.

Don’t count on it

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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