The purpose of this article is to share some research and analytic ideas to improve the process of Category Management. The focus of this article is the automotive aftermarket.

What is a brand, and why do brands matter? And how do you measure and manage brand equity to maximize profits over the long-term? An exploration brand research methods.

While this white paper will focus on clinics to evaluate new cars & new trucks, the same concepts & methods can be applied to a wide range of durable goods (lawn mowers, vacuum cleaners, refrigerators, & hundreds of other long lasting products).