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Brand/Image Research

We've grouped together all the information our site contains on brand research, branding and image research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

 

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.

Guidelines for success
Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.
It sells the product by itself
There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.
What’s in a name? Plenty.
The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.
Getting to know all about you
Based on a wide ranging study of online respondents, the authors detail the roles that the Internet plays in guiding purchase decisions, spreading word of mouth and exposing consumers to new brands. Several product categories are looked at, including travel, financial services and entertainment.
In search of synergy
Looking at an advertising and marketing campaign as the sum of many parts can help give a truer picture of the impact and effectiveness of each part. The author explores how to think about this holistic process and cites examples from an energy utility which saw returns from a series of ads that focused on different aspects of being environmentally friendly.

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Related Articles

There are 72 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Borrowing from one to enrich the other
Once-academic techniques have become increasingly common in everyday quantitative market research. This article discusses three multivariate techniques that have been adapted for qualitative research: conjoint analysis, cluster analysis and multidimensional scaling.
Research shows risk of package redesign
General Foods completed a study to determine customer reactions to a proposed re-design of the packing for Crystal Light. The researchers used one-on-one interviews, followed by an individual simulated shopping experience in an environment where the participant could be observed through a one-way mirror. The final part of the interview included personifying Crystal Light, describing various attributes.
Gaining strategic business advantage through customer value measurement
Market research firms are increasingly adding customer value measurement (CVM) to their list of services. This article discusses CVM, including CVM basics and illustrative anecdotes.
Competitive strategy
The theory of business strategy stems from the need of managers to be able to counter the effects of external market forces. Without the tools needed to support it, firms may fall back on crisis management in reaction to unforeseen market forces. This article discusses competitive strategy, including discrete choice modeling.
Ongoing treatment
To determine its marketing efforts, Yavapai Regional Medical Center in Prescott, Ariz., uses a regular cycle of surveys to gauge community awareness and perceptions of the hospital. In addition to surveying community members, it also conducted patient satisfaction surveys.

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Related Glossary Terms

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 Discussion Topics

Laddering wrt FGs
12/10/2007 by William Bailey
Laddering technique
12/08/2007 by Thavira Sayupatham

Related Events

CASRO WORKSHOP FOR PROJECT DIRECTORS AND ANALYSTS
May 15-16, 2008
The Council of American Survey Research Organizations will hold a workshop designed for project directors and analysts on May 15-16 in New York. For more information visit www.casro.org.
CONFIRMIT CONVERGENCE CONFERENCE
May 21-23, 2008
Confirmit will hold its first conference centered on convergence on May 21-23 at the Tower Hotel in London. For more information visit www.confirmit-community.com.

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