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Anne Beall, Gina Zuercher, and Mark Geniesse

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How to Evaluate Brand Health Using a Psychological Theory of Love

Posted by Anne Beall, Gina Zuercher, and Mark Geniesse

Apr 11, 2017 8:45:00 AM

“How is my brand perceived relative to competitors?”

“What perceptions of my brand most drive behavior?”

“How do I positively impact perceptions of and behavior toward my brand?”

These are common, vital questions raised by marketers and brand managers. Measuring a brand’s “health” – how consumers perceive and interact with the brand, and how perceptions and behaviors align with revenue – is a common objective in market research, but is often not achieved because not all elements of brand health are measured.   

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Topics: Market Research Strategy, How To's

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