Comparing three approaches to assess brand knowledge

The attitudes and behaviours of consumers towards a brand, and ultimately the success of a brand, are influenced by what consumers know and think consciously and unconsciously about the brand. This article considers the value of using three approaches to assess brand knowledge: free association technique, storytelling, and collage-creation. It provides brand management with recommendations about how to decide when to use each method, and whether to employ one or more of the methods.