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Learn About Conducting Brand Identity Marketing Research

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

Related Articles

There are 124 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

You can learn some interesting things when you force consumers to stop using - or make them use too much of - a product
Deprivation research, in which a consumer’s favorite product is withheld from them, is a useful market research tool but is more powerful when inundation research is run in tandem. Forcing product usage on a group of consumers can uncover equally compelling findings, the author argues.
Unlocking the ties that bind
Using a case history example involving automaker Saturn, the authors explore the impact of a consumer’s emotional connection to a brand and present a quantitative approach for measuring it.
Focus groups tell Ethan Allen its redesigned logo stylishly combines the old and the new
Ethan Allen conducted focus groups to create a logo that communicated the changes at Ethan Allen while preserving existing customer loyalty. The focus groups gathered input from long-term customers, recent customers and potential customers.
Scotland ’s tourism agency revamps ad campaign to attract European visitors
Tourism board VisitScotland used one-on-ones to craft a new Europe-wide ad campaign and then employed Web metrics (such as site visits and brochure requests) to measure its effectiveness.
Loosening the wheels of innovation
Seeking to extend its venerable brand, WD-40 conducted ethnographic research with workers in a variety of industries to uncover unmet needs. The research led to the introduction of two very successful products, the No-Mess Pen and the Big Blast.

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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.

Inferior alternatives? Why traditional food brands need to get smarter
When looking to create consumer loyalty, brands must evoke both rational and emotional sentiments. Using a study example from the packaged food industry, the authors discuss the factors behind brand loyalty.
Understanding the primal U.S.-Latino culture through Latinacculturation
Novamex’s marketing research manager explains how and why the food marketer and distributor changed its view of the acculturation process.
How Gens X and Y relate to the brands in their lives
The authors draw from ongoing research to show marketers targeting Millennials what they can learn by comparing and contrasting them to their Gen X predecessors.
Data Use: Using NodeXL to decipher big data
Michael Lieberman test-drives a free, open-source social media data analysis tool.
Linking visual attention to purchase behavior and recall
The authors investigated the impact of visual attention on purchase decisions, as well as the relationship between visual attention and stated recall.

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Related Events

The Quirk"s Event
February 23-24, 2015
The Quirk’s Event is a two-day experience that flips the traditional conference model and centers around the exhibit hall. In Brooklyn, February 23-24.
FUSE 2015: BRAND STRATEGY & DESIGN
April 13-15, 2015
IIR will hold the annual FUSE conference on April 13-15 at in Chicago.

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