Information About Conducting Brand Share Market Research

Related Articles

There are 6 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

What's hot and what's not in Euro-Asia

A study of corporate and brand images across several Eastern European and neighboring countries shows that while Western products have made significant inroads, there is still a strong sense of nationalism that can drive success for regional and local brands.

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.

A recommended approach

The article argues for analytical approaches that are more comprehensive than a customer-centric approach and offers two examples, one which involves understanding the impact of marketing communications on brand purchases and the other which involves understanding the basis of brand choice.

Defending against private-label

When manufacturers look to cost reductions as a means of competing with private-label offerings, testing must be done with extreme care and a focus on sensitivity.

Customer satisfaction research: a matter of choice

During the last two decades, American companies have learned that they must listen to customers to keep product offerings current, competitive and on-target. This article discusses the growth of customer satisfaction research, highlighting the single unit marketing model technique.

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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.

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.

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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