Brand Equity Research Group
Head: Associate Professor Jenni Romaniuk
The Brand Equity Group's research focuses on three key areas:
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How brand information in buyer memory influences the brands they buy
- How marketing activity (e.g. advertising or brand placement) influences brand memories
- How to measure brand equity and assess the effectiveness of marketing activities
Researchers from the group have spent years developing knowledge about brand and market expectations. This knowledge ensures that brand strategy has the maximum opportunity to be successful, marketing activity is more effective and brand health metrics are meaningful and managerially useful.
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