Brand Keys is a
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...
research consultancy specializing in predictive
consumer
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. ...
behavioral brand equity, loyalty, and engagement metrics. Brand Keys is headquartered in
New York, NY and has offices in
Dublin
Dublin (; , or ) is the capital and largest city of Ireland. On a bay at the mouth of the River Liffey, it is in the province of Leinster, bordered on the south by the Dublin Mountains, a part of the Wicklow Mountains range. At the 2016 c ...
,
Dubai
Dubai (, ; ar, دبي, translit=Dubayy, , ) is the most populous city in the United Arab Emirates (UAE) and the capital of the Emirate of Dubai, the most populated of the 7 emirates of the United Arab Emirates.The Government and Politics of ...
,
London
London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary dow ...
,
Madrid
Madrid ( , ) is the capital and most populous city of Spain. The city has almost 3.4 million inhabitants and a Madrid metropolitan area, metropolitan area population of approximately 6.7 million. It is the Largest cities of the Europ ...
,
Sydney, and
Tokyo
Tokyo (; ja, 東京, , ), officially the Tokyo Metropolis ( ja, 東京都, label=none, ), is the capital and List of cities in Japan, largest city of Japan. Formerly known as Edo, its metropolitan area () is the most populous in the world, ...
.
Overview
History
Robert Passikoff founded Brand Keys in 1984 and developed the consumer listening system to show measures of brand equity. The approach identifies what motivates, maintains, reinforces, and drives consideration, engagement, purchase behavior, and consumer loyalty.
Methodologies
Research conducted by the
Advertising Research Foundation
The Advertising Research Foundation (ARF) is a nonprofit industry association for creating, aggregating, and sharing knowledge in the fields of advertising and mass media. It was founded in 1936 by the Association of National Advertisers and the A ...
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.
[http://s3.amazonaws.com/thearf-org-aux-assets/downloads/research/ARF_Review_Brand_Keys_for_release.pdf ]
See also
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Brand loyalty
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Consumer behaviour
Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and p ...
*
Customer engagement
References
Further reading
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External links
* {{official website, http://brandkeys.com/
Companies based in New York City