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Research papers

Brand-to-media consonance assessments

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc. in support of a Brand-to-Media Consonance Model as a way of optimizing traditional media planning tools. Media planning has become increasingly difficult: the lines are...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Robert Passikoff, Manuel Gutierriez
Company: Brand Keys, Inc.
June 13, 2002
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Citation

Passikoff and Gutierriez (2002a, June 13). Brand-to-media consonance assessments. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/brand-to-media-consonance-assessments


Research papers

Brand keys

This multi-national case study describes the harnessing of consumer bonding measurements to optimize the likelihood of successfully launching new products or services. The study introduces a new research discipline; Brand Keys. Based upon established...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Robert Passikoff
Company: Dentsu Macromill Insight
June 15, 1992
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Citation

Passikoff, R. (1992a, June 15). Brand keys. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/brand-keys