Objectives: Brand understanding, equity research

 

Why playing ‘mind games’ can bring researchers closer to different truths behind consumer decisions and can really inspire processes of idea and insight generation.

Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: “truth” is the consensus of many ...

The definition of “brand authenticity” is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating thei ...

This article analyses the motivations of shoppers at the UK supermarket groups: Tesco, Sainsbury's and Asda. The author argues that supermarkets which promote some benefits - for instance price promot

This article explains the methodology behind - and the application of - IntenTrack, a consumer tracking study created by Starcom MediaVest Group (SMG) to investigate how different media influence peop

This paper discusses various approaches to measuring brand equity, and argues that the essential criterion for a brand tracking measure is that it should reflect actual changes in market share. Brand

The article describes a new way of uncovering consumer insights about brands by combining two techniques: 1) deprivation (forcibly removing the brand from keen users for a period) and 2) inundation (f

The article describes Brandalysis, a research model designed to uncover new insights about brands. It involves: 1) a detailed review of all existing knowledge (including all levels in the organisation

Most consumer brands are not creating value. The exceptions share a set of "energized" attributes that companies can identify and exploit. John Gerzema and Ed Lebar present research analysin ...

This article discusses the importance of the different "meanings" brands can have for consumers, which are key to brand development, but which often diverge from the company's brand position ...

Brand trust is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimensions. In previous research, brand trust has been treated exclusively as a first- ...

Advertising research is still largely based on measuring message transmission and information processing, even though these are not the main ways the brain processes communications. The industry tries ...

Internationally, the Virgin brand is consistently one of the most respected names across the many sectors it operates in. Driving this performance is a business model that is truly unique and rests o ...

This article explains how a combination of research techniques helped Universal Orlando Resorts compete against Disney in Florida in 2006-07. Researchers spent a week at each location using motivation ...

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 ' ...

The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to ...

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 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 ...

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 paper discusses emotions and brand perceptions in the light of current knowledge from neuroscience etc. In the traditional model of brand communication, the consumer's mind is a blank page on whi ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not effic ...

This article discusses brand monitoring, a tool which is becoming increasingly essential in a fragmented media marketplace where it is difficult for marketers to gain a 360 degree understanding of the ...

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 ...

Advertising, marketing, and public opinion researchers routinely query survey respondents about tangible and intangible product attributes and benefits along two dimensions: desirability or importance ...

Fairmont Hotels & Resorts is embarking on the fifth year of the management of its online FPC Guest Advisory Panel. Gathering a diverse range of guest feedback, this Panel has proven to be an invaluabl ...

The paper describes how predictive research analytics has been used to optimise MyTravel's property portfolio, resulting in a redefined hierarchy of importance in terms of what guests want from a hote ...

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build Fies ...

This paper examines the influence of Sacred Geometry in making unconscious connections with the human mind - thus, making the understanding of brands and logos go beyond semiotics.

The paper hypothesises that brands have social lives as they enter into relationships with people. Brands are not just products that satisfy functional needs. They become markers of our very selves, i ...