Resources Related To Brand Positioning Studies

Related Articles

There are 101 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

How to evoke respondents’ brand-related stories

The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

Adding a human touch

Akron Children’s Hospital used telephone research and focus groups to determine the most effective messages to communicate in a new ad campaign. The hospital’s clinical excellence in high-acuity service areas was chosen as one of the attributes to promote.

In Case You Missed It... October 2009

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

Rethinking how we research and market to families with children

Rather than focus solely on how a kid or a mom would respond to their product, marketers should consider the family unit as a whole and craft messages that communicate inclusiveness, variety, ease of use and value.

Brand positioning to multiple markets - change the message, not the mission

One brand consultant weighs in on why companies should avoid creating different product positions for each target consumer group.

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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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