Meet the Expert
Reinhard Joelli
TrustedPeer Expert, TrustedPeer, Inc.
- Global Insights (Market Research) Team Leader enabling smarter business decisions for increasing Brand Value and improving Business Results.
- Primary focus is the Global Financial Technology area, with unique broad and deep expertise in Global Brand positioning and tracking, Reputation and Sponsorship research.
- Led and refreshed Global Tracking Studies (Brand Equity Tracker, Ad Tracker, and Sponsorship Tracker) in 30 countries.
- Directed an extensive 10-country, foundational global quantitative positioning study, that provided key input into refreshing Visa’s global brand positioning and tagline.
- Led various complex global research efforts into Brand Architecture / Identity, Naming, Card Design, and other brand related topics.
Meeting Packages from $400
Your Meeting Package Includes:
- All 7 Best Practices
- Pre-Meeting Discovery Process
- One-on-One Call with Expert
- Meeting Summary Report
- Post-Meeting Engagement
Global Brand Research, Positioning and Tracking
TrustedPeer Expert, TrustedPeer, Inc.
Defined Terms
- Brand equity
- Brand equity is a set of specific thoughts, feelings, beliefs, opinions, and perceptions about a brand, and exists in the minds of consumers. It is the "added value" that consumers associate with a brand, product or service, and it can be enhanced and influenced by marketing efforts.
- Brand positioning territories
- A "map" of broad brand positioning opportunities, often influenced by interpretation of market research results. A brand positioning is more tighly defined, and would typically include such elements as a brand positioning statement, rational and emotional benefits or brand attributes, and possibly a brand personality or character.
- Insights
- Insights are recommended action steps based on synthesized and distilled market research results and other information or intelligence available.
- Millennials
- That demographic group of people born in the years before the turn of the Millennium or shortly thereafter. This group, also called Generation Y, is important to marketers because it is the first generation to grow up in the Internet age as "digital natives."
- Personal Consumption Expenditures (PCE)
- A term used in reference to all consumer spending. It is the largest part of gross domestic product (GDP). Each type of consumer expense – for instance, fuel, groceries or clothing – represents a segment of PCE, and payments can be made using cash, checks, payment cards or other forms of electronic or digital payment.
- Personas
- A more complex segmentation effort utilizing a broad range of attitudinal and behavioral variables that are combined to create various consumer segments, i.e., personas.
Global Brand Research, Positioning and Tracking:
Defined Terms
Expert Topic