Markenworschung

Markenforschung, or brand research, is a specialized area of market research that studies brands and their relationships with consumers and markets. It aims to quantify and interpret how a brand is recognized, what it stands for, and how it contributes to business value. Core topics include brand awareness, brand image, brand associations, perceived quality, loyalty, and overall brand equity.

Researchers use quantitative methods such as surveys, tracking studies, brand lift analyses, conjoint analysis, and experiments; and qualitative methods such as interviews, focus groups, and projective techniques. Data sources include consumer surveys, panel data, media monitoring, social listening, retail and point-of-sale (POS) data, and advertising data. Neuromarketing and eye-tracking are used in some settings.

Prominent theoretical models include Keller's Customer-Based Brand Equity (CBBE) model and David Aaker's brand equity framework, which link awareness and associations to loyalty and profitability. Markenforschung informs branding strategy, including brand positioning, architecture, extensions, and rebranding, as well as communications effectiveness and pricing decisions.

Typical workflow involves problem definition, research design, data collection, analysis, and reporting, followed by integration into marketing decisions. Limitations include measurement challenges in accurately capturing intangible brand attributes, privacy considerations, and biases in self-report data. The field increasingly emphasizes cross-channel measurement and real-time tracking.