Brands and branding: Brand equity, strength

 

This article discusses what makes a brand a 'precious' brand, one that gets talked about and to which users get emotionally attached. They exhibit the following characteristics: their inventors are em ...

This paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured. It examines two Latin American brands, and anal ...

This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together. Increasingly, direct marketers nee ...

This piece by WARC editor Carlos Grande looks beyond the headlines of the 2008 BrandZ top 100 report, to identify some of the trends and learnings behind the rankings. The themes it discusses include ...

This article discusses intermediate (survey-based) measures which, unlike those traditionally used by market researchers, can predict market performance. Two such measures have been developed by the ' ...

This article describes the Millward Brown approach to brand equity measurement. The BRANDZTM ranking combines publicly available financial data with world-wide survey data showing the degree of relati ...

This article argues that while creating a model of the consumer market is essential for brand strategy, it is not uniform but varies between sectors. To a degree, it is true that all brands can be dev ...

This article describes the proprietary Y&R brand equity model, BrandAssetTM Valuator (BAV), and how it is used to diagnose brand health. As well as diagnosis, it delivers prescription: what should be ...

This article discusses the value of developing strong brands. The strength of a brand's relationship with consumers can be shown in two dimensions: presence (how many know about the brand) and voltage ...

In this paper the authors present a parsimonious measure of attitudinal equity for all brands in a survey at respondent level. Their purpose is to provide marketing researchers with a survey-based mea ...

This article argues that it is not enough for a brand to attain the largest market share, as many consumers see little benefit in sheer size. To obtain consumer loyalty, the leading brand must do more ...

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this ...

This paper summarises a report on a survey of ANA members entitled 'Brand Deterioration: how to identify, measure and respond'. The research looked at four main questions: are there best practices for ...

In this article, Jeremy Bullmore looks at the lessons that brands can learn from interior decorators. Both can have the philosophy of working either from the outside in or the inside out, and the appr ...

The paper addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The i ...

The insights of neuroscience are only just becoming available for the study of advertising. This paper seeks to consolidate the contribution so far. Advertising works in two ways: it may trigger some ...

BrandAsset® Valuator research has demonstrated that consumer perceptions of ‘Energy’ offer new insight into shifts in market value – adding to the case that brand building is best viewed as a strategi ...

The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services. Yet, several studies have been ...

Identifying the world's biggest brands is a complicated process, but there are a number of global rankings released annually which try and achieve just that aim. This report looks at three of the most ...

Scot McKee, managing director of B2B consultancy Birddog, is appalled to discover that only 2% of Britain's top companies have a marketing professional on the board - given that company and brand repu ...

This paper addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power ...

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and le ...

Thayne Forbes, joint MD at Intangible Business, looks at how marketers can calculate an advertising campaign's contribution to the brand's future earnings (or equity) over the short and long-term. He ...

A research study was conducted to explore how joint branding affects consumer perceptions. Employing Young & Rubicam's BrandAsset Valuator model and research tool, the study evaluated the joint brandi ...

Being famous - having a high reputation - is important for brands as for people, and we all recognise it as correlated with wealth and success. But can an accountable value be put of `fame'? To solve ...

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. ...

Jon Montgomery, partner in the Hudson Group in New York, and Michael Lieberman, founder and president of Multivariate Solutions, discuss brand equity and a number of quantitative techniques to measure ...

Argues that marketers are wrong to believe (as they do) that products in their markets are always getting better. On the contrary, as soon as a product becomes mass-market, it declines in quality and ...

The possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management is presented. Building on the Dick and Bas ...

Establishing whether a brand is an asset should be more important for marketers than short-term ROI. To qualify as an asset, a brand must be able to generate future cash flow, and this depends on cust ...