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 (known as the parent brand). Some brand extensions, called line extensions, are introduced into the same product or service category as the parent brand. For example, Mint Oreo [...]
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 or hurt the brand’s global expansion strategy? This is the question that a U.S. healthcare provider faces as it [...]
Online surveys have become the default mode of data collection in the market research industry. They can be completed quickly and cheaply, and they allow researchers to display images, videos, and audio stimuli. However, online surveys may not always be the right data collection method for every survey. For some projects, an in-person survey is [...]
So, you need to conduct a genericness survey, but you don’t know where to begin? This article explains the process for measuring genericness. To start with, there are two main types of genericness surveys: a Teflon survey, and a Thermos survey. The Thermos survey has its merits, and it might be appropriate in some cases. [...]
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