Objectives: Brand understanding, equity research

 

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 ...

This paper details a practical example of Capitalizing (TM), a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or ser ...

This paper describes the birth of a new research methodology developed by Repères with their client Moët Hennessy. It follows the development of an original research approach for measuring the equity ...

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 ...

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands. In today's world of ov ...

Traditional research approaches challenge marketers to compile data from various sources for an integrated perspective of brand dynamics. Through a case study, this paper demonstrates it is possible t ...

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communication effects. It describes an integrated brand value chain management model and a practical means to ...

This paper is born out of frustration at outdated models of thinking that are alive and well today instead of being dead and buried (and a source of amusement). The marketing community obstinately cli ...

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 ...

This paper analyses a new and recently strong marketing trend: Brand Activation. This refers to those marketing activities, that have developed strongly over the last few years, which fulfil a double ...

Quantitative market research typically ends with a summary of strategic options. However, in most cases the client is left with poor or no quantification of specific recommended actions; making it dif ...

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions. This presentation shows how these advances can be translated into real-worl ...

This paper describes Heineken’s implementation of a universal marketing and measurement procedure. Having developed a new fact-based management and measurement style encapsulated in the form of a Bra ...

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 ...

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 ...