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The Meaning and Nonsense of Brand Research - How to Conduct Effective Brand Research

From increasing brand awareness to brand building and from strengthening brand image to launching a new brand; most marketing department objectives revolve around the brand. This is not surprising, as the brand often plays a significant role in the decision-making process, even when the shopper is not consciously aware of it.

However, we immediately encounter a problem. If the shopper is not aware of the role of a brand in their choice, how do marketers determine that role? In this blog, we will discuss the meaning and nonsense of brand research. Moreover, we will reveal the ins and outs of various types of brand research such as brand asset research, brand image research and brand loyalty research. 

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Why Brand Image is Hard to Research - and How to Make it Measurable

A strong brand image is crucial to establish a place in the customer's choice set. As consumers reach their choices intuitively and automatically in many categories, they are very brand image-driven. Brands with a strong brand image have a clear advantage: they stand out more quickly and are more likely to be chosen.

But what makes a brand image attractive? And how can you measure it in a reliable way? That’s exactly what we’ll discuss in this blog. 

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Positioning Research: The First Step in a Psychology-Proof Positioning Strategy

Powerful brands have one commonality: super-sharp brand positioning. 

Your brand positioning is simply the place your brand occupies in the consumer's brain.

Of course, as a brand, you want nothing more than to occupy a prominent and unique place in the brain that matches the customer's needs. With a solid positioning strategy, you can make that happen. But how do you start such a positioning strategy? And what should you think about while creating a positioning strategy? That’s exactly what we’ll discuss in this blog. 

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How to Build a Strong Brand Image

A strong brand image is crucial to brand growth. In fact, large-scale research by PwC shows that more than 60% of shoppers consider Brand Image to be one of the most important elements of the customer experience. In addition, a strong Brand Image ensures that more people think of you more often, which increases sales and thus drives growth. 

There are countless ways in which a positive and concrete brand image makes your brand stronger. But how do you build a strong brand image? In this blog, we discuss the five steps to a strong brand image. 

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Why is a Good Brand Image Important? The Benefits of a Strong Brand Image

Let's face it.

We've all bought a product or service for which a cheaper alternative was available. In fact: most of us are guilty of that on a regular basis.

Perhaps you recently purchased a new iPhone or bought that Patagonia sweater you've been wanting for a while.

Chances are you made that purchase decision, at least partially, because of the brand's reputation and image.

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The Meaning and Definition of Brand Image: What does it exactly entail?

The image of a company is seen by many as one of the most important assets. But what is it exactly? How can you influence it? And what is the difference between brand image and brand identity? In this blog, we not only explain the meaning and definition of brand image, but we also dive into a number of other branding-related concepts.

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Implicit Association Testing in Marketing Research

“People don’t always do what they say, and they don’t always say what they do.”

While consumers might think they know exactly what they think or prefer, they really only have limited access to their own implicit preferences. This is one of the major obstacles that marketers face when doing market research.

In order to understand these implicit preferences more accurately, market researchers need to tap into the subconscious mind of the customer.

So, how can we tap into the consumer’s subconscious and gather deeper insights?

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The Ultimate Psychology of Music Blog - How Background Music Can Boost Sales

Just some quick fun facts.

Companies spend millions of dollars to discover the perfect amount of fizz in a soda.  Eating chips with headphones on makes the experience less enjoyable. And the louder the sound of a shutting car door is, the safer a consumer feels - which is why car manufacturers see this as a feature instead of a bug. 

What do these phenomena have in common? They highlight the importance of sound in consumer perception. But did you know that something as subtle as the sound of background music can affect your purchase decisions drastically?

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