Brand Equity 19 results

Driving Brand Equity

Media, Content and Technology | Ipsos Ideas

Brand equity is the intangible value a product or service offers its customers. One measure of brand equity is the additional value a customer would...

Persuasive Advertising: Evidence-based Principles

Advertising | Books

A new book about improving advertising effectiveness, which includes insights gleaned from Ipsos ASI's robust database of more than 80,000 tested...

Measuring & Determining the Drivers of Your Brand Equity

Media, Content and Technology | Webinar

View this Ipsos MediaCT presentation to learn more about research approaches for quantifying a brand's equity and identifying the top drivers...

Driving Brand Equity

Media, Content and Technology | White Paper

Learn more about measuring and determining the drivers of brand equity by downloading this detailed white paper.This paper details an approach for...

Managing Tomorrow's Brands: Moving from Measurement towards an Integrated System of Brand Equity

Marketing | Articles

Ipsos' "Managing Tomorrow's Brands" paper describes a new, comprehensive brand research framework developed by Ipsos that can be used to determine...

Focusing the Brand for the Coming Recovery

Marketing | Ipsos Ideas

Is there a glimmer of light on the horizon? Perhaps. There are certainly glimmers of optimism that the worst recession since the 1930s may be abating...

Placing Consumer Needs at the Forefront of Your Brand Extension Strategy

Marketing | Ipsos Ideas

The escalating cost of launching successful new brands in a competitive market creates greater pressure to leverage existing brands into new product...

Brand Research to Bank On

Advertising | Ipsos Ideas

Your marketing investment is as important and daunting a decision as your own personal financial investments. The portfolio of options is broad,...

Stacking the Advertising Odds in Your Favor

Advertising | Ipsos Ideas

No doubt, advertising is a great way of building your brand and getting your message out to the world. Many an ad has become the topic of everyday...

Evolution for the Marketing Species: Time for “Consumer-Centric Management”

Advertising | Ipsos Ideas

Like the weather, many marketing professionals talk about following a consumer-centric marketing program, but few do anything about it. Many...

Lessons Learned: Three Lessons from the New Book Gimme! The Human Nature of Successful Marketing

Advertising | Ipsos Ideas

For too long, many marketers have ignored the basics of how human beings are wired and how they work emotionally. As a result, the effectiveness of...

Brand Equity and the New Frontier

Advertising | Ipsos Minute

Empirical Evidence Displaces Common Belief That Clinician Decision-Making Process is Purely...

Marketing | Case Study

Clinicos,* a leading international research-based pharmaceutical company, was looking for a way to gain more in-depth understanding of emotional...

Emotion and Engagement, Brand Equity, and Persuasion

Advertising | Ipsos Ideas

Building Brand Equity Through Advertising

Advertising | Articles

Years of research have shown that consumer perceptions and attitudes - measured collectively, and commonly described as consumer Brand Equity - have...