Managing The Brand For Outstanding Performance

Topics:
Brand Management,
Positioning and Segmentation
Tags:
Advertisement,
Brand,
Branding,
Market Research,
Market Research Portal,
Marketing,
Performance
Source:
Market Research Portal

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Overview: Top level thinking about what business is ultimately about has shifted from profit generation to value creation and value creation for all stakeholders? This paper suggests that advertising research works best when put in the context of a clear framework of understanding of how the brand works in its entirety and the way in which advertising is expected to influence it. Advertising 'evaluation' research needs to move away from major quantitative tracking surveys applying standard questions and standard methodologies and develop approaches and measures that reflect the way in which each brand actually works and how the advertising is expected to influence that.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: HTML | Date: Dec 2007

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