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.

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.

Brand as story

Consumers feel they know the story of a brand, and if brands deviate too much from that story, they can risk alienating much of their audience.

Rethinking the customer experience - part II

In part two of a two-part article, Danica Allen further explores a new approach to viewing the consumer experience and its relationship to customer satisfaction.

Data Use: The insidious top-box and its effects on measuring line share

The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

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.

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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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