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Learn About Conducting Brand Identity Marketing Research

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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.

Data Use: Improve confidence in findings with strength-of-conviction metric
When constructing an influential attribute assessment, adding a strength-of-conviction metric can help quantify the respondent’s degree of certainty so that it can be controlled for and used to clarify the picture of brand performance.
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?
When using laddering in B2B research, target your probes effectively
Responding to an October Quirk’s article on using laddering in consumer research, the author adds her own insights on how to make laddering work in the B2B setting by adjusting the process to better meet a busy professional’s mind-set.
Brazilian hair care firm Beleza Natural thrives by keeping close to its roots
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.
In Case You Missed It... February 2010
News and notes on marketing research: Verizon launches loyalty program; companies misuse marketing research; the five-second brand to reach Gen Y

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Related Articles

There are 31 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Beyond human oddities: how to mine consumer brains to build powerful brands
Consumers have relationships with brands and categories. This article discusses the consumer-product/category interaction and how to measure underlying category and brand experience in order to strengthen brands.
By The Numbers: Increase response rates by increasing relevance
Respondents’ perceptions of a survey’s relevance to them can have a major effect on participation rates. Using an online survey for a bank as an example, the author shows different phrasings for survey invites and how they impacted response rates.
Going for the gold
Mannington Resilient Floors used several research strategies to develop its successful flooring product. In addition to a telephone survey, Mannington used HTI Custom Research's monthly mail omnibus study to determine some basic purchase dynamics and the demographics of purchasers of floor coverings. Consumers were asked about their level of satisfaction with different kinds of floor coverings and what the coverings’ strong and weak points were. Mannington also studied retailers and others in the trade to gauge perceptions compared to its competitors and to determine how to increase and improve its industry profile.
Right on the mark
Ethan Allen conducted focus groups to create a logo that communicated the changes at Ethan Allen while preserving existing customer loyalty. The focus groups gathered input from long-term customers, recent customers and potential customers.
Finding the right message
Discusses the role of research in obtaining the input of the many stakeholders affected by the decision to re-brand a hospital.

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Related Events

WEBINAR: MARRYING ONLINE AND OFFLINE ACTIVITIES TO ENGAGE CONSUMERS, BUILD BRAND AND CAPTURE INSIGHTS
September 22 at 11 a.m. EDT, 2010
Globalpark will host a Webinar, themed 'Marrying Online and Offline Activities to Engage Consumers, Build Brand and Capture Insights,' on September 22 at 11 a.m. EDT.
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