Brand Keys

Brand Keys, Inc.

Company 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.brandkeys.com

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]

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]

See also

• Brand loyalty
• Consumer behaviour
• Customer engagement

References

1. "Brand Keys, Inc.: Private Company Information - BusinessWeek". 2009-05-12. Archived from the original on 2009-05-12. Retrieved 2024-06-15.
2. ORTUTAY, Babara (2011-03-21). "T-Mobile's AT&T-mocking ads likely to retire". The Washington Times. Retrieved 2024-06-15.
3. "CNN.com - Robert Passikoff, Brand Keys - Jan 28, 2005". edition.cnn.com. Retrieved 2024-06-15.
4. Proctor, Lauren. "About Brand Keys". Brand Keys. Retrieved 2024-06-15.
5. Passikoff, Robert (2021-12-14). "Passikoff: Anniversaries, Trends, and Brand Loyalty". theCustomer. Retrieved 2024-06-15.
6. Wilson, Eric (18 November 2010). "Kim Kardashian Inc". The New York Times.
7. Cook, William (2007-01-30). "An ARF Research Review of Brand Keys' Brand Engagement Measurement Methodology" (PDF). Advertising Research Foundation Review.

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.

External links

• Official website