Learn About Conducting Brand Identity Marketing Research

Related Articles

There are 37 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

A storied destination

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.

Right on the mark

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.

Enhancing awareness tracking studies

Responding to a previous Quirk’s article on enhancing awareness tracking studies, the author offers some insights of his own and provides specific question wording examples.

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.

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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.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

Could you be the next 'challenge brand'?

The author offers a quick profile of the Southwest Airline brand and how its unique qualities have helped to set it apart - and ahead - of its competition.

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

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: Seeing beyond the brand halo

The author shows how a closer look at some brand data can reveal helpful findings that would have otherwise gone unnoticed.

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