How should you research brands?

Paul Feldwick

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.

Brand equity & strength
Brand identity & image
Brand valuation
Tracking theories & ideas
Strategy

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,...

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