Brand study is carried out to assist managers in creation, development and ongoing management of brands. Such research might be carried out at early stages to help determine strategies and/or at later stages to assist in development of specific aspects of the brand mix such as product formulation, naming, packaging and advertising. Once established, the brand may be monitored through ongoing brand evaluation or tracking research.

The main types of brand study include:

Brand Attribute

Brand Image

Brand Positioning

Brand Preference

Brand Loyalty

Brand Penetration

Brand Awareness

Brand Usage