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Researching how both category reputation and category engagement interact will help Marketers establish growth opportunities.

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Introduction
Believe it or not, consumers do not find every category engaging whilst category reputation may be positive, negative or plain neutral. Brand owners and research agencies tend to focus on corporate reputation but what about category reputation? Brand engagement is measured through brand equity studies but what about category engagement?
Time poor consumers are more likely to seek out and react differently to categories that engage than those that bore or confuse. Understanding the categories you work in from the two perspectives of reputation and engagement, and how close your brand is to the average for the category, could help define strategy. Are consumers feeling “hot, hot, hot” about your category or are they as “cold as ice”?
Click Category Reputation and Engagement Article January 2012   to read full article. PDF format. Save target as… if it does not open automatically.

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Written by petersfuture

January 16, 2012 at 3:57 pm

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