23PLUSONE: January 2011

23PLUSONE - A SCIENTIFIC STUDY ON BRAND APPEAL

Brands are wonderful phenomena. Some brands are able to touch us. They ‘feel’ nice. You may even love them, although it is often hard to explain why.

Despite heaps of knowledge on branding, limited academic understanding exists into the way brands touch us and ignite our desire. In 2006, Kim Cramer and Alexander Koene (co-owners branding company BR-ND) started a scientific program to better understand 'brand appeal'.

A large project, consisting of a literature study, the development of a measuring instrument, two pilot studies, and a large quantitative study. By 2010 more than 8000 Dutch respondents profiled over 195 brands in 23 product categories. The central research question: ‘Why do some brands simply feel better than others?’

Curious to find out the things you find most important in life? And how this relates to others? Create your drive profile here.

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For more information, contact the authors:

Kim Cramer
email cramer@br-nd.com
mobile +31619659145
twitter/kimcramer

Alexander Koene
email koene@br-nd.com
phone +31619953017
blog www.alexanderkoene.org
twitter/alexanderkoene

Saturday, January 29, 2011

CREATE BRAND APPEAL