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.

Beyond awareness and recall: rethinking sponsorship measurement

Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

Considerations when employing a market research online community

The author outlines some of the specific trade-offs (big vs. small, general vs. specific, pure vs. passionate) that researchers make in choosing to use market research online communities.

A look at the power of the design, the formula and the brand in taste testing

Using cola taste tests as a framework, the author explores the role and power of brand names and the design of the research process on consumer reactions and perceptions.

Using neuroscience effectively

In an excerpt from The Branded Mind, a new book on neuroscience research by Erik du Plessis, Millward Brown’s Graham Page offer his firm’s assessments of neuroscience techniques and how to get the most out of them.

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.

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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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