Brand and Image Market 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.

In Case You Missed It... March 2010: News and notes on marketing research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts
Qualitatively Speaking: Mining LinkedIn for B2B interview leads: Using the tips detailed here, researchers can harness a few of LinkedIn’s lesser-known capabilities to mine for quality prospects for in-depth B2B interviews.
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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There are 107 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.
Trade Talk: Creating, growing and defending your brand: Reviews of four brand-related books: Brand Harmony, Brand Driven, Global Brand Strategy, and Defending the Brand.
Building equity: How do banks increase sales and enhance relationships in the current erratic, untrusting markets? In light of the tough market, financial institutions are reevaluating their sales and service strategies. More and more financial institutions are using shop studies to monitor how current and potential customers perceive them. This article discusses important steps to consider in initiating a program in the financial services industry.
Loyalty research in B2B contexts: Loyalty has received a lot of press in recent years. Definitions and prescriptions for measurement vary substantially depending on which expert one asks. This article argues for a particular conceptualization of loyalty and explains why it is so fitting for business-to-business contexts. The article includes a logical checklist of design considerations for creating new loyalty research programs or revisiting the quality of existing programs.
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.

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Related Glossary Terms

Advertising research: The category of research involving advertising and including research on ad concepts, design, exposure, recall, communication, persuasion, response and sales response.
Brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers including sum of all the characteristics, tangible and intangible, that make the good/service unique.

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Related Associations

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Related Events

SOCIAL MEDIA - THE NEW FRONTIER OF CUSTOMER FEEDBACK: March 23 at 12 p.m. CDT, 2010; The AMA will host a complimentary 45-minute Webinar, sponsored by Allegiance, themed 'Social Media - The New Frontier of Customer Feedback: Five Ways to Turn Social Media Feedback Into Gold,' on March 23 at 12 p.m. CDT.
QUALITATIVE RESEARCH IN WEB 2.0: THE NEXT LEAP: March 25-26, 2010; The Merlien Institute will hold a workshop, themed 'Qualitative Research in Web 2.0: The Next Leap,' on March 25-26 at the Holiday Inn Berlin City - West in Berlin, Germany.

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