Branding in the Age of Social: Gaining Insight Through Research

Posted on March 12, 2010

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Consider what a brand is. It’s more than your name, logo, and tagline. While those are valuable brand assets, your brand resides in the minds and hearts of your current and prospective customers, partners, and recommenders. It’s what you promise them and what they expect of you. Your brand helps people understand how you fit in the landscape of competitive alternatives, and informs decisions.

Brands are inherently intangible things, and can be assessed somewhat indirectly—through research. This article examines how to develop a clear picture of your brand, research in four dimensions is useful: quantitative and qualitative, internal and external.

Source article: Branding in the Age of Social: Gaining Insight Through Research

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