Cups and Ounces
Swiffer is a result of this kind of research.
What is qualitative research?
Like a good neighbor...
What is State Farm is there?
The human characteristics or traits that consumers attribute to a brand.
What is a brand personality?
Apologizing, shifting the blame or "it's not just us".
What are tactics for brand crises?
Assigning credit for awareness, engagement or sales.
What is attribution modeling?
A more externally focused exercise to assess the health of brand, uncover equity and suggest ways to improve the brand.
What is a brand audit?
Asking consumers questions like "what comes to mind when you think of this brand?".
What is Free Association?
Blind taste tests approach.
What is a brand based comparative approach?
Describes what is happening with the brand as well as why it is happening. Includes relevant measures of brand performance.
What is a brand equity report?
This type of exploratory investigates how consumers think, feel, and are likely to act towards the brand.
What is a brand exploratory?
The anthropological term for the study of cultures in their natural surroundings.
What is ethnography?
Communicating new uses of a brand (Chobani) or tying brand use to a season or holiday.
What is expanding brand awareness?
Tracking mentions of brands and products across social media platforms.
What is social media listening or social media monitoring?
This type of inventory may include YouTube videos, sponsored content, licensed news articles, musings on social media, and audio or images related to the brand.
What is a digital brand asset inventory?
These types of techniques often identify possible brand associations and sources of brand equity.
What are qualitative research techniques?
Helps consumers see how the brand can meet their changing needs. Car brands often employ this strategy.
What is a brand migration strategy?
A set of organization processes designed to improve the understanding and use of the brand equity concept withing a firm
What is a brand equity management system?
Detailed profiles of one or more target market consumers.
What are brand personas?
This type of research typically employs various types of scale questions and helps to identify the depth and breadth of brand awareness.
What is quantitative research?
This type of analysis was used by Marriott to design their guest rooms.
What is conjoint analysis?