Abstract:

Measuring and understanding brands is a very difficult challenge in marketing. Brand research is typically done using surveys. The common method is to show respondents a series of brand statements (e.g., is a brand I trust, reliable, etc.) and the respondent is then asked to evaluate various brands on these statements. Next, such data is analysed with the goal of finding out if and where the brand has perceptual advantages, and how in general it fares against competitors.