Using Social Intelligence for a Sharper Vision of Your Brand and Category

Marketers need to understand their category’s dynamics to optimally position themselves and compete effectively. To do this, they must get the consumer’s perspective – because consumers, not industries, are defining today’s markets.

Brand Risk in the New Age of Populism

In an era where politics often overtakes the best cared-for brands, how do responsible stewards prepare their organizations to navigate ideological consumers?

Thailand 2017, Beyond the concerns.

As addressed in this Ipsos Flair report, Thailand is a country in mourning but it’s also a place where the prospect of hope and renewal exists, despite a weak economy.

Digital Advertising – Measure the Metrics That Matter

Many studies have shown no link between sales and click through rate, yet according to eMarketer it is one of the top 5 ways in which advertisers and publishers evaluate native mobile ad campaigns. Marketers need to be clear on their desired brand impact and the role of communications to help achieve this.

Ipsos Encyclopedia – Brand Equity

The many definitions for Brand Equity cover similar ground.

Definition

The many definitions for Brand Equity cover similar ground. At its simplest, Brand Equity is a measure of a brand’s current health, strength or ability to generate sales, or usage, among its target audience. A more complex and financially-based definition of Brand Equity, is the “net present value of the profit stream management expects the brand to generate through time.”

Building Stronger Brands

Brands exist in a constantly changing world. But the role brands play in people’s lives has not changed and people themselves change more slowly.

There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.

Brands Don’t Buy Brands – People Do

Brands exist in a constantly changing world and, at the same time, human behaviour is undergoing a revolution – which makes it challenging to manage a brand. In the end, in order for brands to grow they need to attract more people, more easily and more often. Yet, how can you ensure that more people will buy your brand more often and more easily?

Cracking Social: How to Connect Meaningfully with Audiences on Social Media

It is clear, that when it comes to connecting meaningfully with audiences on social media, there is still a lot to learn. At Ipsos we’ve been exploring how brands can maximise their impact in this space. Our starting point was in depth examination of the people who are getting it right in order to identify what we can learn from them.

Side-by-Side Intelligence: The Power of Social Data in Managing Brand Equity

At Ipsos, we believe that side-by-side intelligence boosts brand health trackers like never before. Read this paper to discover what happens when we combine the individual insight benefits gathered from social media data with survey data. Spoiler alert: Done right, you’ll get dynamic, fast, and contextually rich insight, to help unlock our understanding of consumer perceptions and brand associations.

A Tale of two Markets

Companies around the world are increasingly interested in upscale consumers. This growing interest isn’t just among luxury brands, but increasingly extends across many categories and price points. The challenge, however, is a shortage of actionable, reliable information about higher-end consumers on a global scale. When studies are available