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Brands and Branding in Market Research

In marketing, a brand is the symbolic embodiment of all the information connected with a company, product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with the distribution, sale or supply of the product or service, and finally the consumers. The legal term trademark is similar to the term "brand"...

Following is a series of terms that are frequently used and related to marketing branding strategy. Their meaning will be explained briefly to help market researchers.

Ad Testing (Advertisement Testing)

Advertising Research

Attributes (Product or Brand Attributes)

Back Translation


Brand Image

Brand Mapping

Brand Personality

Brand Recall

Brand Recognition

Consumer Panels

CAPI (Computer Assisted Personal Interviewing)

CATI (Computer Assisted Telephone Interviewing)

Disposable Camera Technique

Ethnographic Research

Fieldwork (sometimes termed "Field Work")

Focus Groups


Incentives (Research Respondent Incentives)

Intercepts (Consumer, Street, Shopper Intercepts)

Market Research (or "Marketing Research")

Moderator (Focus Group Moderator)

Mystery Customer Technique

Mystery Shopper Technique

Observational Research

Omnibus Research

Qualitative Analysis

Quantitative Analysis


Sampling (Stratified Sampling and Random Sampling)

Secondary Research

Simultaneous Translation (in Focus Groups)

Surveys (Questionnaire, Mail, Face to Face, Telephone)

Top Line Report

U&A Surveys & Testing (Usability and Attitudes)

Usability Survey


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