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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.

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.
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.
Using consumer engagement marketing for insights-gathering
The author makes a case for the value of augmenting traditional research with data and observations gathered by on-site teams of brand ambassadors.
In Case You Missed It... July 2013
News and notes on marketing and research: positive brand experiences; U.S. media consumption
Why behavioral economics is the future of shopper insights
The authors argue that the future opportunities for shopper insights lie in the ability to understand and tap into how people make decisions in a specific shopping context and how they are influenced by in-store factors such as sounds and scents.

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Related Articles

There are 75 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Focus groups guide Pevely's brand positioning
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.
Consumers give Mannington a winning formula for new vinyl flooring product
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.
Linking a brand's equity to its identity
Brand equity is a hot topic in marketing research. This article deals with the qualitative aspect of brand equity, the brand's identity.
Strengthen your brand's equity with a brand contact audit
Building brand equity requires attention to details. This article discusses brand contact audit as a tool for strengthening brand equity, including benefits, category criteria and method.
Strategic planning process
Brand equity is usually defined in terms of advertising in ways that aid communication development rather than strategic brand management. This article discusses brand equity and strategic planning.

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