Learn About Conducting Brand Identity Marketing Research

Related Articles

There are 112 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Testing product names

Name function tests aren’t really about names but the effect of the name on the consumer’s expectations of the product. This article—an excerpt from a chapter in the book Making Names—discusses using adjectival analysis to compare consumers’ expectations of a product with one name versus expectations of the same product with another name.

In Case You Missed It... October 2009

News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

Research encourages a comprehensive re-design of Blue Nun packaging

After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Building and measuring brand personality: How does your brand behave?

Beyond brand image is brand personality - a set of human-like characteristics attributed to a brand that can potentially bolster customer engagement. Knowing how to build and measure personality is crucial to understanding performance in the marketplace.

Finding ideas that travel

This article discusses global brand advertising development, including creative options and international barriers to universal executional effectiveness.

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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.

Custom classifications help brands get granular with social intelligence

Offering several examples, the author highlights the benefits of brands using custom classifications to get a more detailed understanding of social media conversations.

MR companies, don't neglect your own brand

Research companies are often focused on their offerings and operations but do not give much consideration to their branding. The author explains why this is detrimental to a company’s success and suggests how MR branding can be improved.

Improve your research reporting with visual mapping

Using automobile manufacturers as an example, this article offers an overview of correspondence analysis, preference mappings and biplots, showing how visual graphics can improve research reporting.

In Case You Missed It... November 2012

News and notes on marketing and research: Trading up brands; Volvo's crowdsourcing campaign

In Case You Missed It... October 2012

News and notes on marketing and research: Consumer forgiveness; bad logos

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