The Association for Qualitative Research
The Hub of Qualitative Thinking

Brand research

Research carried out to assist with the creation, development and ongoing management of brands. Research is often might be carried out at an early stage, to help determine strategy, and also at later stages, to assist in the development of specific aspects of the brand mix such as product formulation, naming, packaging and advertising. Once established, the brand may be monitored through ongoing brand evaluation or tracking research.

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