Brain power

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.

RealKM Magazine

RealKM Magazine brings managers and knowledge management (KM) practitioners the findings of high-value knowledge management research through concise, practically-oriented articles.

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Back to top button