Learn About Brand Tracking And Image Tracking

Related Articles

There are 20 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Enhancing awareness tracking studies

Responding to a previous Quirk’s article on enhancing awareness tracking studies, the author offers some insights of his own and provides specific question wording examples.

Making Mr. Coffee

Mr. Coffee conducted research to develop and monitor the Mr. Coffee brand personification campaign. The company used a variety of quantitative and qualitative research methods, including focus groups, nationally-distributed questionnaires, in-house interviews and a tracking study with a national sample of over 1,000 participants.

Research helps Boy Scouts of America communicate an active, adventurous image

Boy Scouts of America used focus groups with former Cub Scouts and their mothers, along with ongoing tracking research, in the development of a marketing campaign that would increase awareness that Boy Scouting is an activity-oriented program that differs in many respects from Cub Scouting.

Do they work together?

The author uses data from his company’s CrossMedia Research studies to show how print, online and TV ads interact and how their individual and group impact can be measured and analyzed.

Focus groups shape successful ad campaign for Oasis Laundries

After using customer feedback to better its product, Oasis Laundries used focus groups with multiple target customer types to develop its ad campaign. Customer surveys are used on an ongoing basis to determine location-specific preferences.

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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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