Case-study based brand research
Heather Maitland discovers that much research into brands is case-study based and in this article she explains why.
These case studies have shaped the way that brands are managed, emphasising the importance of differentiation and consistency. In effect, many researchers and commentators are saying to us, ‘This is self-evidently a strong brand. This is what the company did so we should do it too.’ But often, we have very different products, customers and contexts that make the specifics of the case study irrelevant.