Franck Sarrazit
Author Bio
Franck Sarrazit, PhD is a contributor to the Qualtrics blog.
Articles written by Franck Sarrazit
COVID-19: Why now is the time to keep tracking your brand
With the COVID-19 (coronavirus) outbreak continuing to cause profound shifts in consumer attitudes and behaviors, many organizations will find themselves looking to reduce marketing and research costs...
7 min read
Brand positioning in the era of disruption, brand purpose and evidence-based marketing
Even though 50 years have passed since it was introduced, many marketers still view the concept of positioning as the basis for brand strategy. First coined by Jack Trout in 1969, positioning was what...
10 min read
What is brand equity? How should I measure it?
A strong brand is the single most valuable asset in any business. But what exactly is meant by ‘strong brand’, and how does it relate to the popular concept of brand equity? There are at least ...
8 min read