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, 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 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 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? 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.
Building and Measuring Brand Personality differentiates brand image, denoting tangible benefits and attributes, from brand personality, the emotional associations of a brand.
Mining the Silent Evidence discusses intricacies of brand funnels and filters for discovering opportunities and consumer groups to target.
A Step Further – Measuring Improvement of NPS explains how to discover which factors improve the Net Promoter Score metric which reflects consumers’ recommendations of a product or brand.