Powerful brands - learning from the Greeks

Andrea Wilson and Roz Calder

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process.

Powerful brands – learning from the Greeks

Andrea WilsonMotivational Research, TNS, United Kingdom

Roz CalderNeedScope International, New Zealand

INTRODUCTION

This paper discusses the role market research can play in understanding, measuring and applying emotion to the brand management process. Broadly the paper is divided into three sections:

  1. Emotion – the engine behind human behaviour and driver of consumer choice;

  2. Researching Emotion – tools for effective measurement; and

  3. Output and Application – using emotion to build stronger brands.

EMOTION

What Consumers Do

Much has been said about what consumers do – they build relationships with brands, they become committed,...

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