Information About Conducting Brand Share Market Research

Related Articles

There are 27 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

In Case You Missed It... February 2010

News and notes on marketing and research: Verizon launches loyalty program; companies misuse marketing research; the five-second brand to reach Gen Y

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.

The basics of successful rebranding research

Thinking of a brand facelift? A winning approach to rebranding research should incorporate both qualitative and quantitative methodologies and ask tough questions, such as how much can your brand deviate without losing a loyal customer following?

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.

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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.

How a brand's ideals can fuel its growth

An analysis of the 50 brands that ranked highest on both consumer bonding and value creation over the past decade reveals that the most successful businesses are ideals-driven. This article uses several real-world case studies to illuminate the three primary benefits of ideals-driven practices.

Use research to make sure your product's positioning is solid, relevant

Boehringer Ingelheim’s director of marketing research on why you shouldn’t launch a product until you get the positioning right.

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."

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