Looking at Your Brand Through Your Customer’s Eyes

Measuring brand equity is very important to every business, but it is not so simple. How do you measure how much your customers love or hate your brand? An excellent technique to measure brand equity is doing qualitative research through experiential methods. Doing shop-along studies with customers that claim they love your brand will give you great insights into what is that they love about you, and give you ideas on areas you might want to improve. But doing the same type of research with customers that love your competitors will help you understand what your competitors are doing better...

The Importance of Price Perception in a Marketing Strategy

As it is commonly known price is an essential part of the marketing mix, but it is sometimes overlooked. Price says so much about a brand or a product, and it helps position it in the mind of the consumers. It is not the same thing to talk about price than the price perception, and perception is where a marketer should spend most of their efforts. In marketing, there is no bigger true that perception is reality and how the prices of your product or brand are perceived by your customers will have a high impact on the relationship you...