Knowledge Networks Offers Branding Studies.

Knowledge Networks, a company known for its studies of TV viewing habits, has launched a suite of products to help advertisers conduct branding studies.

Brand Resonance is a suite of three research products that can be used to measure brand awareness among consumers. The products are based on a combination of customized and syndicated data, with the customized data prepared for individual clients and the syndicated data available for general use.

The syndicated data product is a scorecard that ranks more than 130 of the best-known brands according to a number of attributes among key consumer subgroups. Viewers of the data can learn how brands rank by demographic group according to key brand attributes, such as loyalty, brand association and awareness. Viewers can also compare rankings for different brands to learn how their products measure up against competitors.

Ericka Witnauer, vice president/director of Knowledge Networks, says clients should start with the syndicated data before launching individual branding studies. The studies include two more steps: a brand positioning and a brand equity tracker, which measures branding over time. Both elements provide branding data in the form of scores based on consumer attitudes about brands drawn from Knowledge Network consumer studies. “There’s a series of questions about branding and we use equation modeling to connect them,” she says. “We present the data in charts that gives numeric info.”

The studies provide data on a client’s and its competitors’ brands. For instance, a brand that generates the most excitement might achieve the highest score, 5, while a less exciting competitor scores a 3.

The brand equity tracker measures the performance of brands over specific time periods, tracking resonance and key equity drivers among specific groups of targeted users. It also analyzes relationships between online and offline advertising and brand sales. Witnauer says clients might use this tool on a long-term basis, tracking brands for a year or two or “keep on doing it to see how changes in marketing affect brand equity.”

She says Knowledge Networks has clients for its brand resonance studies, but she wouldn’t name them. Clients are agencies and advertisers, she says.

Clients buy the studies individually, choosing from the suite of three studies.

A typical customer is a consumer package goods company with a major brand with slow sales. “It conducts a brand audit to find out the strength and weakness of the brand and compare it with competitors,” Witnauer says. “We can help clients figure out what to do to address this. It helps them design marketing activities to boost the brand.”

By Ken Liebeskind
Courtesy of http://www.MediaPost.com

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