Branding Strategy Source

This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.

Friday, March 15, 2019

Brand Research



Throughout the course of my career, I have commissioned, conducted, moderated or analyzed hundreds of brand research studies. Here is a compilation of the blog posts I have written on brand research.
  • Market Research 
  • Marketing Research 
  • Types of Research for Brands 
  • Exploratory Brand Research 
  • Qualitative Research Leads to Emotionally Compelling Brands 
  • Implicit vs. Explicit Purchase Motivators 
  • Projective Research Techniques 
  • Laddering Research 
  • Focus Group Moderation 
  • Peeling Back the Onion 
  • Brand Reputation Management 
  • Customer Profiling 
  • Identifying and Crafting Brand Triggers 
  • Brands and Customer Segmentation 
  • Market Segmentation 
  • Logo Research 
  • New Brands Require Research 
  • Brand Research a Must for Brand Positioning 
  • Brand Valuation vs. Brand Equity Measurement 
  • Brand Equity Measurement 101 
  • Brand Equity Measurement 
  • Measuring Brand Insistence 
  • What Brand Equity Studies Can Reveal 
  • Common Problems in Brand Equity Measurement 
  • Customer Purchase Patterns 
  • The Ten Most Important Things to Know About Your Customers 


Posted by Brad VanAuken at 10:57 AM
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About Me

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Brad VanAuken
Brad VanAuken is president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, Brad was the vice president of marketing for Element K (now Skillsoft), a leading e-learning company and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark rose to 4th in the EquiTrend national quality brand ranking and Hallmark received the Brand Management of the Year award.
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