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Recipe for a Better Brand Strategy: 5 Ways Brand Image Research Helped a Brand of Cooking Appliances
How do you keep your brand strategy relevant as the market evolves? Here are 5 ways brand image research helped an Italian brand of cooking appliances that is more than 130 years old. Ten years...
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Can You Measure a Longitudinal Variable in a Cross-Sectional Survey?
Survey research can be classified into two categories, according to the time period being studied. Cross-sectional surveys take measurements at a single point in time. Longitudinal surveys take measurements at multiple points in time. These...
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Three Questions to Ask Before Introducing a Brand Extension
Many companies seek to capitalize on profitable brands and exploit their brand equity by introducing brand extensions, which are new products introduced under an existing brand name
Is Your Country Brand Name Expansionist or Isolationist?
Many companies identify their country of origin in their brand name. American Airlines, U.S. Steel, and Bank of America are just a few examples. But, does having the word “America” in a brand name help...
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