Background on Brands

 B R A N D  R E S E A R C H

Researching a brand for your marketing plan? Search the Web for research about that brand and its main competitors.

As you click through the results of your search, pay attention to where/when/how each research study was conducted. Also look at research results over time--how has the brand's ranking changed? What issues affect the brand's standing year by year? These clues can help you better analyze the brand as you continue your marketing planning.

Here are just a few resources focusing on brands, branding, and public perceptions:

• YouGov BrandIndex. "Tracking public perceptions of thousands of brands across the world every day." That's how YouGov describes this site, which covers many brands in many markets through ongoing interviews with millions of consumers.
• InterBrand Best Brands. Interbrand ranks brands within and across countries, with both global and national lists of the best brands.
• Fortune's rankings. In addition to the Fortune 500, the magazine presents rankings of "most admired" companies, fastest-growing companies, and other key lists to consult.
• Gallup research on brand engagement. Research examines multiple aspects of brands and customer involvement, including reactions of Millennials.