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Brand Equity Research: The Importance Of Measuring Perceived Value

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Track the components of brand equity as compared to benchmark and competitive brands.

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Brand Research | Brand Equity

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There are several aspects of brand equity that convey the value it may or may not possess at any given moment, or over a longer period of time. Brand awareness and associations are two key aspects of brand equity. These assessments take place over an extended period of time to inform business strategy and marketing tactics. Researchers can assess brand awareness and perceptions using both aided and unaided questions.

For example, one aided question would be: Brand awareness is the first step in creating brand equity. Awareness equates to online traffic and having prospective buyers show up at your stores. Building a brand is a process: What begins with brand awareness becomes brand associations and, if those associations are consistently positive, brand loyalty.

Here are some of the things brand research will enable you to do:. If there are problems with your brand, it will directly impact all facets of your organization, all the way down the line. Products Begging for Market Research 1. Products Begging for Market Research 2. When researching a brand through a survey or focus group, businesses will ask about awareness of the brand, familiarity with the brand, and […]. They liked the display better? They like the brand better?

Or perhaps they have a coupon for it. Whatever the reason may be, the analyst can prompt […]. One of these trendy marketing practices is called crowdsourcing. Crowdsourcing is the act of […]. If community colleges want to re-brand and re-position themselves, the first step is to use a combination of qualitative and quantitative research to figure out their current brand equity and to test new approaches.

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Brand awareness and perception assessments

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Brand awareness is the first step in creating brand equity. Awareness equates to online traffic and having prospective buyers show up at your stores. Building a brand is a process: What begins with brand awareness becomes brand associations and, if those associations are consistently positive, brand .

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Notably, measuring brand equity may be only a single piece of a more comprehensive brand research program. Likewise, an organization’s brand research program may be only a single facet of the larger research and insights program.

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White paper examining Brand Equity Research, and in particular using Net Value Score as a metric for measuring a company's success. Market research companies that identify a brand's assets and liabilities (= brand equity) within its competitive framework. Find vendors that help you determine brand equity through tangible data (i.e. how well it performs) as well as abstract dimensions (i.e. consumer perception and brand association).

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Brand Equity Research Methods. Brand equity market research methodology is straight-forward and our portfolio of marketing research tools and methods provide the needed range of measurements. As for any study, a brand equity study research methodology is driven by management and research objectives. While. Brand equity market research falls into one of three camps: Tracking, exploring change, and/or extending brand power. Market research that focuses on tracking makes comparison among competitive brands or products against a benchmark.