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Perceptual mapping or market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The positioning of a brand is influenced by customer perceptions rather than by those of businesses.
Net promoter score (NPS) is a market research metric that is based on a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague. [1]
A common method is to "research backwards" in building a questionnaire by first determining the information sought (i.e., Brand A is more/less preferred by x% of the sample vs. Brand B, and y% vs. Brand C), then being certain to ask all the needed questions to obtain the metrics for the report. Unneeded questions should be avoided, as they are ...
Tesla Motors' Model S amassed an impressive number of awards in 2013, the car's first full year of production. Accolades included Motor Trend Car of the Year (by unanimous vote) and a five-star ...
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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 ...
Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.
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 ...