Branding Magazines

Tips For Using Johnson’s Relative Weights Analysis

This Quirks Media article, Tips For Using Johnson’s Relative Weights Analysis, explains Johnson’s relative weights analysis, a technique used to evaluate how the response (dependent) variable relates to a set of predictors when those are correlated to each other.

Corporate Social Responsibility

Social Responsibility and Ranking Brands – A Maximum Difference Application looks at the increase in brands taking social responsibility.

Using research to manage a brand crisis

The Quirk’s Marketing Research Review article, “Accelerating Recovery – Using Research to Manage a Brand Crisis,” offers strategies for using research as a major part of any effort to repair a brand’s reputation.

Measuring Brand Equity With Structural Equations Models

Measuring Brand Equity With Structural Equations Models, published in Admap Magazine, explains a hybrid technique that encompasses aspects of confirmatory factor analysis, path analysis and regression analysis.

A Compendium of Brand Measurement

A Compendium of Brand Measurement discusses various Branding measurements, such as Brand Awareness, Brand Image, Brand Equity, Brand Reputation, Brand Mindshare and Point Allocations.

Brand Equity and Discrete Choice Models

Brand Equity and Discrete Choice Models as explained in this Quirk’s Magazine article, is an example of a method by which we are able to assign an exact dollar-value to a brand name and replicate brand performance is a real-world marketplace.

What’s in a Name?

What’s in a Name? It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Specific methodology tests and validates naming choices.