Brand Keys Explained

Brand Keys, Inc.
Type:	Privately held company
Foundation:	1984
Location:	New York, United States
Key People:	Robert K. Passikoff, Ph.D., Founder and President Leigh Benatar, EVP
Industry:	Research Consultancy, Media, Advertising, Public Relations, Entertainment, Retail, Wholesale, Fashion
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),

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]

See also

• Brand loyalty
• Consumer behaviour
• Customer engagement

Further reading

• Web site: Brand Keys Cites Ads Likely To Score In Super Bowl . Media Post . Jan 18, 2008 . May 17, 2012 . Goetzl, David.
• Web site: Brand Loyalty Leaders make connections, study says . https://web.archive.org/web/20140923231228/http://www.highbeam.com/doc/1G1-244423072.html . dead . September 23, 2014 . Household and Personal Products Industry Magazine . December 1, 2010 . May 17, 2012.
• Web site: Fleet, Discover Top 'Loyalty Index'; Mutual Funds Fall.(Brand Keys survey on customer loyalty to financial services companies) . American Banker Magazine . August 17, 2004 . May 17, 2012 . Gliniewicz, Leah.
• Web site: The Biz: Studies take close look at receptivity . Advertising Age . March 31, 2003 . May 17, 2012.
• Web site: ARF First Opinion Review of Brand Keys' Measurement Methodology . Brand Keys . Jan 30, 2007 . March 5, 2014.

Notes and References

1. Web site: 2009-05-12 . Brand Keys, Inc.: Private Company Information - BusinessWeek . 2024-06-15 . web.archive.org.
2. News: ORTUTAY . Babara . 2011-03-21 . T-Mobile’s AT&T-mocking ads likely to retire . 2024-06-15 . The Washington Times.
3. Web site: CNN.com - Robert Passikoff, Brand Keys - Jan 28, 2005 . 2024-06-15 . edition.cnn.com.
4. Web site: Proctor . Lauren . About Brand Keys . 2024-06-15 . Brand Keys . en-US.
5. Web site: Passikoff . Robert . 2021-12-14 . Passikoff: Anniversaries, Trends, and Brand Loyalty . 2024-06-15 . theCustomer . en-US.
6. News: Kim Kardashian Inc. The New York Times. 18 November 2010. Wilson. Eric.
7. Cook . William . 2007-01-30 . An ARF Research Review of Brand Keys’ Brand Engagement Measurement Methodology . Advertising Research Foundation Review.