Brand Keys

Brand Keys, Inc.
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]

Key personnel

Services

Brand engagement and loyalty

In 1997, Robert Passikoff initiated The Customer Loyalty Engagement Index to measure customer loyalty to brands.[8] The Customer Loyalty Engagement Index annually measures customer loyalty among brands in 83 products and service categories. The output informs how emotional factors and rational attributes, consumer benefits, and values come together to form the components of behavioral decision drivers.[9]

Media measurement

Brand-To-Media Engagement, developed in 1992, measures the impact that any media, marketing, or communication initiative will have on brand engagement. It is also used to measure the level of engagement delivered by any promotion, sponsorship, or partnership. These assessments provide marketing accountability through pre-spend testing.

Digital platform measurement

The Digital Platform Engagement Index, introduced in 2012, shows which digital platforms will deliver the highest levels of consumer engagement.[10] It indicates where brands can efficiently allocate budgets and how to attain the highest levels of attention, consideration, brand engagement, and loyalty.

Market research based on clinical psychology

The methodology uncovers and quantifies motivations behind the consumer decision making process. It is a combination of indirect psychological inquiry based on Jungian psychology and higher-order quantitative statistical analysis.[11]

Speaking Engagements

2012

  • ESOMAR 3D Digital Dimensions: November 4–6, Atlanta, GA
  • The Motivation Show: Oct. 24, Chicago, IL
  • Design and Emotion, London 2012: Sept. 11-14, London, UK
  • ARF AM 7.0: June 11–12, New York, NY
  • 4A’s - Digital Platform Consumer Engagement: March 26–28, Los Angeles, CA
  • OMMA Global – Digital Platform GPS: March 19–20, San Francisco, CA
  • Loyalty 360 Expo: Mar. 18, Orlando, FL

2011

  • NCDM 2011 Return-on-Engagement: Dec. 14, Las Vegas, NV
  • Webinar: What’s so Funny?: Oct. 11, online
  • The Motivation Show: Oct. 4, Chicago, IL
  • AMA Research & Strategy Summit: Sept. 11-14, Orlando, FL
  • Retail Customer Experience Summit: Retail ROI: Aug. 9, Minneapolis, MN
  • MediaPost Digital Out of Home Forum: April 14, New York, NY
  • PMA: How Promotions can Take a Seat at the Strategy Table: April 14, online
  • ARF Annual Convention: Re:Think 2011: Mar. 21, New York, NY
  • Loyalty 360 Expo: Mar. 20, Orlando, FL
  • ARF Webinar: Let Us Tell You A Story : Feb. 16, online

2010

  • WRCA Talking to Insiders: Nov. 10, New York, NY
  • Total Marketing 2010 Brand Summit: Nov. 1, Dubai, UAE
  • Brand Finance Forum 2010: Oct. 25, Pall Mall, London
  • Motivation Show: Sept. 29, Chicago, IL
  • Retail Customer Experience Executive Summit: Aug. 3, Chicago, IL
  • ARF Audience Measurement 5.0: June 22, New York, NY
  • MRA Annual Conference: June 10, Boston, MA
  • Loyalty 360 Expo: June 7, Orlando, FL
  • ARF Webcast – Multi-Dimensional Engagement: May 12, New York
  • IQPC Customer Loyalty Summit: April 26–28, São Paulo, Brazil
  • Brand Finance Global Banking 500: Feb. 9, London, UK

2009

  • OVAB Digital Media Summit: Oct. 28, New York, NY
  • The Motivation Show: Sept. 29, Chicago, IL
  • The ARF Audience Measurement 4.0: June 23–24, New York, NY
  • The Loyalty, Incentive & Reward Expo 2009: May 31-June 2, Hollywood, FL
  • NYIRR 2009 Show: May 12–13, New York, NY
  • CSR Performance Summit: May 11–13, New York, NY
  • ARF Annual Convention: Re:Think 2009: March 30-April 1, New York, NY
  • PMA 2009 Annual Integrated Marketing Conference: March 11, Chicago, IL
  • ESOMAR: “Retail & Shopper, The Voice of the Shopper:” March 4, London
  • The Fragrance Foundation: Marketing in a Downturn: Feb. 17, New York, NY
  • WARC: Measuring Advertising Performance: Feb. 4-5, London

2008

  • Empirical Generalizations in Advertising, Wharton School: Dec. 5, Philadelphia, PA
  • Future Trends Conference: Nov. 17, Miami Beach, FL
  • International Special Event Seminar: Oct. 6, NYC
  • Global Strategic Management Institute CSR Performance Conference: Oct. 2, San Diego, CA
  • The Motivation Show: Sept. 25, Chicago, IL
  • Digital Leadership eXchange: Sept. 8, Deer Valley, UT

See also

References

Further reading

External links