Brand Keys
| Company type | Privately held company |
|---|---|
| Industry | Research Consultancy, Media, Advertising, Public Relations, Entertainment, Retail, Wholesale, Fashion |
| Founded | 1984 |
| Headquarters | New York, United States |
Key people | Robert K. Passikoff, Ph.D., Founder and President Leigh Benatar, EVP |
| Products | Predictive 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), |
| Website | www |
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]
Overview
History
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]
Methodologies
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]
Services
Brand engagement and loyalty
In 1997, Robert Passikoff initiated The Customer Loyalty Engagement Index to measure customer loyalty to brands.[8] The Customer Loyalty Engagement Index annually measures customer loyalty among brands in 83 products and service categories. The output informs how emotional factors and rational attributes, consumer benefits, and values come together to form the components of behavioral decision drivers.[9]
Media measurement
Brand-To-Media Engagement, developed in 1992, measures the impact that any media, marketing, or communication initiative will have on brand engagement. It is also used to measure the level of engagement delivered by any promotion, sponsorship, or partnership. These assessments provide marketing accountability through pre-spend testing.
Digital platform measurement
The Digital Platform Engagement Index, introduced in 2012, shows which digital platforms will deliver the highest levels of consumer engagement.[10] It indicates where brands can efficiently allocate budgets and how to attain the highest levels of attention, consideration, brand engagement, and loyalty.
Market research based on clinical psychology
The methodology uncovers and quantifies motivations behind the consumer decision making process. It is a combination of indirect psychological inquiry based on Jungian psychology and higher-order quantitative statistical analysis.[11]
See also
References
- ^ Brand Keys, Inc.: Private Company Information - Businessweek
- ^ T-Mobile's AT&T-mocking ads likely to retire - Washington Times
- ^ CNN.com - Robert Passikoff, Brand Keys - Jan 28, 2005
- ^ BrandKeys | Brand Keys, World Leader in Customer Loyalty and Engagement Metrics
- ^ The Brands with the highest Customer Loyalty of 2011, by Brand Keys | More Than Branding
- ^ http://www.nytimes.com/2010/11/18/fashion/18KIM.html?pagewanted=all
- ^ http://s3.amazonaws.com/thearf-org-aux-assets/downloads/research/ARF_Review_Brand_Keys_for_release.pdf
- ^ Discover(R) Card Wins Brand Keys Customer Loyalty Award for - Bloomberg
- ^ Brand Keys: This is the decade of brand - Advertising - BizReport
- ^ Brand Keys introduces Brands to Digital Tech - Technology Digital
- ^ The 20 Brands With The Most Loyal Customers - Business Insider
Further reading
- Goetzl, David (Jan 18, 2008). "Brand Keys Cites Ads Likely To Score In Super Bowl". Media Post. Retrieved May 17, 2012.
- "Brand Loyalty Leaders make connections, study says". Household and Personal Products Industry Magazine. December 1, 2010. Retrieved May 17, 2012. (subscription required)
- Gliniewicz, Leah (August 17, 2004). "Fleet, Discover Top 'Loyalty Index'; Mutual Funds Fall.(Brand Keys survey on customer loyalty to financial services companies)". American Banker Magazine. Retrieved May 17, 2012. (subscription required)
- "The Biz: Studies take close look at receptivity". Advertising Age. March 31, 2003. Retrieved May 17, 2012. (subscription required)
- "ARF First Opinion Review of Brand Keys' Measurement Methodology" (PDF). Brand Keys. Jan 30, 2007. Retrieved March 5, 2014.