Brand Keys
Brand Keys is a brand research consultancy specializing in predictive consumer behavioral brand equity, loyalty, and engagement metrics.[1][2][3] Brand Keys is headquartered in New York, NY and has offices in Dublin, Dubai, London, Madrid, Sydney, and Tokyo.[4]
 | |
| Type | Privately held company |
|---|---|
| Industry | Research Consultancy, Media, Advertising, Public Relations, Entertainment, Retail, Wholesale, Fashion |
| Founded | 1984 |
| Headquarters | New York, United States |
Key people | Robert K. Passikoff, Ph.D., Founder and President Leigh Benatar, EVP |
| Products | Predictive Brand Equity, Loyalty, and Engagement Metrics, Traditional Market Research, Communications Research, Media Testing, Brand-to-Media Engagement(B2ME), Business-to-Business (B2B), Business-to-Consumer (B2C), |
| Website | www |
Overview
History
Robert Passikoff founded Brand Keys in 1984 and developed the consumer listening system to show measures of brand equity.[5] The approach identifies what motivates, maintains, reinforces, and drives consideration, engagement, purchase behavior, and consumer loyalty.[6]
Methodologies
Research conducted by the Advertising Research Foundation 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.[7]
References
- Brand Keys, Inc.: Private Company Information - Businessweek
- T-Mobile's AT&T-mocking ads likely to retire - Washington Times
- CNN.com - Robert Passikoff, Brand Keys - Jan 28, 2005
- BrandKeys | Brand Keys, World Leader in Customer Loyalty and Engagement Metrics
- The Brands with the highest Customer Loyalty of 2011, by Brand Keys | More Than Branding
- Wilson, Eric (18 November 2010). "Kim Kardashian Inc". The New York Times.
- http://s3.amazonaws.com/thearf-org-aux-assets/downloads/research/ARF_Review_Brand_Keys_for_release.pdf
Further reading
- Goetzl, David (Jan 18, 2008). "Brand Keys Cites Ads Likely To Score In Super Bowl". Media Post. Retrieved May 17, 2012.
- "Brand Loyalty Leaders make connections, study says". Household and Personal Products Industry Magazine. December 1, 2010. Archived from the original on September 23, 2014. Retrieved May 17, 2012. (subscription required)
- Gliniewicz, Leah (August 17, 2004). "Fleet, Discover Top 'Loyalty Index'; Mutual Funds Fall.(Brand Keys survey on customer loyalty to financial services companies)". American Banker Magazine. Retrieved May 17, 2012. (subscription required)
- "The Biz: Studies take close look at receptivity". Advertising Age. March 31, 2003. Retrieved May 17, 2012. (subscription required)
- "ARF First Opinion Review of Brand Keys' Measurement Methodology" (PDF). Brand Keys. Jan 30, 2007. Retrieved March 5, 2014.