An Introduction to Brand Research

Brands have become vital corporate assets, representing over 40% of the total value of the world's largest companies. Measuring, managing and maximising brand equity are therefore core competencies for almost any organisation, yet the quality of understanding in this area remains sketchy.

This fun, accessible, highly interactive on-line course provides market research professionals with the best possible grounding in the principles and best practices related to brand research. It has been devised and is run by Dan White, former Head of Expertise at Kantar, author of ‘The Smart Marketing Book’ and co-creator of the two of the world’s leading brand equity measurement systems – BRANDZ and Unilever’s Brand Health Check.

Objectives
By the end of the course, participants will have a rounded understanding of how to approach brand research, from strategy development through to brand tracking and equity measurement.

The main aims of the course are to:

• Provide frameworks for understanding how brands are stored in the brain

• Share best practices for identifying effective brand strategies
• Offer guidance on how to measure and track brand equity (without over-engineering)
• Highlight where and how research can add most value to brand marketing
• Share ideas and suggestions for brand research protocols

Topics

• What is a brand & why are brands valuable?

• What makes a brand strong?
• Measuring brand equity
• Using insights to identify brand development opportunities
• Measuring brand progress
• Quantifying a brand’s contribution to the business

Who will benefit?
Market research professionals responsible for brand research. Less experienced researchers will gain a firm grounding in the subject whereas more experienced researchers will have the opportunity to check their current approaches against latest thinking and best practices.

Learning Method
Explanations; discussions; quizzes; interactive exercises, Q&A via chat function.

Half day course via video conferencing platform.