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.

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.

An analysis of multichannel marketing campaign performance

The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

In Case You Missed It... June 2011

News and notes on marketing and research: Men who buy; celeb followers as brand advocates; tracking your dinner

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Related Articles

There are 34 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Kid-tested, mother-approved

Examines the effects that mothers and teens have on each other as buyers and consumers of products.

Building equity

How do banks increase sales and enhance relationships in the current erratic, untrusting markets? In light of the tough market, financial institutions are reevaluating their sales and service strategies. More and more financial institutions are using shop studies to monitor how current and potential customers perceive them. This article discusses important steps to consider in initiating a program in the financial services industry.

Qualitatively Speaking: Involving your core users

Lego and other firms have profited from getting key customer groups involved in product development. This approach can lead to creating products that have a built-in audience as well as generating goodwill among core users of your products.

Franchise extension

Companies frequently consider franchise extension. This article is a starting point to discuss the issues regarding line and franchise extensions that concern clients.

In search of niche markets

Specialty online panels offer researchers a way to talk to hard-to-find or specialized audiences. Tips are provided for building panels and various panel groups (hobby-focused, medical, new mothers, etc.) are discussed.

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