How should you research brands?

Advertisers seeking to gain a genuine understanding of any category or market need to be able to assess the strength of their own brand and those of their competitors.

How should you research brands?

Paul Feldwick

WHAT BRANDS ARE, AND HOW THEY WORK

Oreo, Tampax, Citibank, Daewoo, Danone, Brentano's, Knorr, Tesco, Harley-Davidson, Faber, Kwikfit, Président, Guinness… nearly everywhere, and in nearly all categories,...