Brand Keys

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Brand Keys, Inc.
TypePrivately held company
IndustryResearch Consultancy, Media, Advertising, Public Relations, Entertainment, Retail, Wholesale, Fashion
HeadquartersNew York, United States
Key people
Robert K. Passikoff, Ph.D., Founder and President
Leigh Benatar, EVP
ProductsPredictive Brand Equity, Loyalty, and Engagement Metrics,
Traditional Market Research,
Communications Research,
Media Testing,
Brand-to-Media Engagement(B2ME),
Business-to-Business (B2B),
Business-to-Consumer (B2C),

Brand Keys is a brand research consultancy specializing in predictive consumer behavioral brand equity, loyalty, and engagement metrics.[1][2][3] Brand Keys is headquartered in New York, NY and has offices in Dublin, Dubai, London, Madrid, Sydney, and Tokyo.[4]



Robert Passikoff founded Brand Keys in 1984 and developed the consumer listening system to show measures of brand equity.[5] The approach identifies what motivates, maintains, reinforces, and drives consideration, engagement, purchase behavior, and consumer loyalty.[6]


Research conducted by the Advertising Research Foundation indicated that the methodological framework utilized by Brand Keys is the most successful at predicting sales and subsequent changes in real-world consumer behavior. The Advertising Research Foundation also independently validated these assessments via their "First Opinion" Review.[7]

See also[edit]


  1. ^ Brand Keys, Inc.: Private Company Information - Businessweek
  2. ^ T-Mobile's AT&T-mocking ads likely to retire - Washington Times
  3. ^ - Robert Passikoff, Brand Keys - Jan 28, 2005
  4. ^ BrandKeys | Brand Keys, World Leader in Customer Loyalty and Engagement Metrics
  5. ^ The Brands with the highest Customer Loyalty of 2011, by Brand Keys | More Than Branding
  6. ^ Wilson, Eric (18 November 2010). "Kim Kardashian Inc". The New York Times.
  7. ^[bare URL PDF]

Further reading[edit]

External links[edit]