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.

Kid-tested, mother-approved

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

Getting emotional

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.

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.

In Case You Missed It... February 2010

News and notes on marketing and research: Verizon launches loyalty program; companies misuse marketing research; the five-second brand to reach Gen Y

The ignored importance of brands in the American auto industry

With domestic automakers attempting to rise from the ashes, the author argues that a renewed focus on branding could play an important role in restoring a sense of vision and viability to the industry.

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