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  2. Advertising research - Wikipedia

    en.wikipedia.org/wiki/Advertising_research

    Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by ...

  3. Marketing mix modeling - Wikipedia

    en.wikipedia.org/wiki/Marketing_mix_modeling

    Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.

  4. Brand awareness - Wikipedia

    en.wikipedia.org/wiki/Brand_awareness

    Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. [1] Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. [2] It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to ...

  5. Brand equity - Wikipedia

    en.wikipedia.org/wiki/Brand_equity

    Three brand equity drivers were selected by researchers from numerous factors that have impact on a brand: brand awareness, brand perspective, and brand attachment. [8] Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no agreed way to measure it.

  6. Brand development index - Wikipedia

    en.wikipedia.org/wiki/Brand_Development_Index

    The purpose of the BDI metric is to quantify the relative performance of a brand within specified customer groups. The index helps marketers identify strong and weak segments (usually demographic or geographic) for individual brands. [1] The BDI is especially useful in conjunction with the category development index (CDI). It can be used in ...

  7. Brand preference - Wikipedia

    en.wikipedia.org/wiki/Brand_preference

    Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance.

  8. Top-of-mind awareness - Wikipedia

    en.wikipedia.org/wiki/Top-of-mind_awareness

    In marketing, "top-of-mind awareness" refers to a brand or specific product being first in customers' minds when thinking of a particular industry or category. [1] Top-of-mind awareness is defined in Marketing Metrics: "The first brand that comes to mind when a customer is asked an unprompted question about a category. The percentage of ...

  9. Return on brand - Wikipedia

    en.wikipedia.org/wiki/Return_on_brand

    The return on brand (ROB) is an indicator used to measure brand management performance. [1] It is an indicator of the effectiveness of brand use in terms of generating net income, a special case of return on assets. ROB is calculated as the ratio of net income to brand value: