What steps would one take to build such a branding model based on both structured data and unstructured textual feedback from customers? What kind of modeling techniques could be used?

A Brand or Product name has to fit the strategy and the human vision that defines its destiny. Some Advice on Brand Name Research.

Advanced factor analysis, regression and simulation tools enable B2B marketing researchers to quantify brand equity and predict, virtually in real-time, the impact of specific actions on the company's brand and on competitive brands.

A perceptual map provides insight into where consumers believe different brands are positioned relative to each other along a variety of dimensions. A perceptual map identifies the positioning of your brand, and what your brand means to consumers.

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.

Blogs on Marketing Research, Consulting and Analytics: Decision Analyst