Brand Research

Learn about the comprehensive courses on all of the qualitative and quantitative research you will need to build strong brands.

Brand Research

Learn about the comprehensive courses on all of the qualitative and quantitative research you will need to build strong brands.
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About the Class

This is a comprehensive introductory course to brand research. It focuses on how to use marketing research successfully in building brands and it highlights the most important marketing research issues and considerations. Further, you will learn about more than 40 different qualitative and quantitative research methodologies and when it is appropriate to use each.

The course also provides an in-depth look at brand equity measurement and introduces the five drivers of customer brand insistence – awareness, relevant differentiation, value, accessibility, and emotional connection. It highlights other brand research including brand positioning, brand extension, naming, logo, marketing copy, and advertising research and it covers market segmentation research in depth. In the brand positioning research segment, you will learn how to create brand positioning maps.

Further, you will learn about the qualitative techniques of laddering, projection, analogies, metaphors, and guided imagery. And you will learn about the quantitative techniques of scaling, cross-tabulation, and determining the appropriate sample and screening criteria. You will also learn about tagging responses to open-ended questions. And we will very briefly touch on regression analysis, factor analysis, and cluster analysis – just enough to make you conversant on those topics.

The course covers methodologies that span from environmental scanning and ethnographic research to conjoint analysis and galvanic skin response. You will also learn about customer service testing and ways to gather information on your competition. The course includes links to 37 accompanying online blog posts.

You do not need to be a market researcher or someone trained in statistics to take this course. The course is designed to make you a better business partner in requesting and helping identify and design the most appropriate research for the problems you are trying to solve.

Author

Brad VanAuken

Global Brand Strategy Expert
Brad VanAuken is president and founder of BrandForward, a brand strategy consultancy with clients throughout the world. Previously, Brad was the VP of marketing for Element K and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark rose to 4th in the EquiTrend...

Requirements

There are no prerequisites for this course. It is a comprehensive beginning through an intermediate course on brand research.

One-time Fee
$150
€138.25
£118.31
CA$203.45
A$229.94
S$201.48
HK$1,173.69
CHF 132.38
NOK kr1,577.90
DKK kr1,030.59
NZ$245.67
د.إ550.93
৳16,430.58
₹12,432.28
RM708.52
₦237,658.36
₨41,804.80
฿5,372.70
₺4,727.10
B$743.17
R2,852.63
Лв270.58
₩199,834.13
₪534.81
₱8,409.60
¥22,537.05
MX$2,549.83
QR546.15
P2,062.05
KSh21,900
E£4,642.38
ብር8,453.80
Kz124,625.70
CLP$144,230.76
CN¥1,079.89
RD$8,790.92
DA20,151.35
FJ$336.86
Q1,169.47
GY$31,321.55
ISK kr20,670
DH1,507.61
L2,661
ден8,519.18
MOP$1,207.10
N$2,869.88
C$5,510.07
रु19,855.07
S/566.06
K570.93
SAR562.57
ZK3,529.24
L687.13
Kč3,501.76
Ft54,497.40
SEK kr1,548.78
ARS$126,483.42
Bs1,034.54
COP$587,291.82
₡76,645.62
L3,696.95
₲1,094,415.79
$U5,860.34
zł597.32

What's Included

Language: English
Level: Beginner
Skills: Customer Discovery, Customer Insight, Quantitative Research, Brand Positioning Maps, Brand Segmentation Studies, Brand Extension Research, Brand Equity Measurement, Name Research, Logo Research, Tagline Research, Conjoint Analysis, Projective Techniques
Age groups: 18-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years
Duration: 2 hours 20 minutes
3 Videos
1 Quiz
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