How is the Brand Keys model configured?
The Brand Keys model is a fusion of the emotional and rational aspects of the consumer’s decision making process. This is a critical distinction, as most research methodologies have been “retro-fitted” to accommodate the increasing role of emotion in how consumers approach brands. The Brand Keys methodology was built from the ground up with emotion as a core aspect of evaluation. The emotional and rational data go through a three-step statistical analysis process (factor; regression; and causal path analyses), resulting in an easy-to-read bar chart that shows the four drivers of loyalty and engagement in the category being studied: 3. What kinds of validations does Brand Keys have? Brand Keys has conducted and published more validation studies than most research companies in the world. As we believe that all brand efforts should in some way serve the profitability of the brand, one of our most highly-referenced validation studies was conducted by Aquetong Capital-a corporate valuation
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