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Brand Management and 3 Ways Consumer Research Helps

Brand management started with one of the largest CPG companies in the 1930’s—Procter & Gamble. An employee of P&G, Neil McElroy and the P&G President at the time, propositioned an…

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Important Measures of Brand Health: Attitude and Usage

We’ve previously stressed the importance of brand awareness in understanding a brand’s health. Brands, however, must also progress from brand awareness into a deeper understanding of attitude and usage as…

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Important Measures of Brand Health: Awareness

Understanding a brand’s health is pivotal, and we know three of the most important factors to doing so include brand awareness, attitude, and usage. A brand should start by understanding…

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What Is Brand Perception and Why Does It Matter?

When a consumer sees or hears a brand name, and is aware of that brand, something unique and psychological happens. Whether the consumer is aware of it or not, an…

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How To Get Customers From Your Competitor

Consumers can and will likely change their minds and loyalties when it comes to brands or products. They can switch their preferences from one brand of product to the competitor…

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