Brand Aid, 2nd Edition

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brand research

Previous chapters touched upon research that can help with brand positioning and advertising. The next chapter covers brand equity research in depth. In this chapter, I highlight a number of other research techniques that can be helpful to the brand management process, beginning with brand asset research and followed by brand association measurement.

Brand Asset Research

Brand asset research is an important first step in brand extension. Brand asset research identifies and dimensionalizes a brand’s meaning to consumers, including its elasticity across product and service categories. It identifies categories within which consumers give the brand permission to operate. (More often than you might expect, consumers will indicate ...