Marketing ( SIMA)

Keyword Research Analysis: A New Methodological Approach ToBrand Positioning Evaluation

Michelle Bonera, Alessandro Bigi, Alessandra Cavalli

The study deals with the importance of keyword research analysis (Wilson, Pettijohn, 2007) in marketing activities and suggests a new methodology to analyse the keyword used by the individuals in their search engine research activities, in particular for evaluating brand positioning. Several authors have argued that the brand exists only if it exists in customers’ mind and their perceptions (Keller, 2003); a brand does not lie in the market shares, but it is in customers’ mind and hearth (Gobé, 2001). Generally, a consumer does not have a relationship with a product or service, but they can have a relationship with a brand (Davis, 2000). The brand, with its physical and emotional characteristics, makes the products or services immediately recognisable. It aims to create and reinforce the relationship between the customer and the product or service (Valid, 2003). A brand is positioned in customers’ mind, and it aims to differentiate products within a market.

#brand positioning #market research methodology #positioning strategy #research analysis #Search Engine Marketing