________ includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of how people perceive brand personalities and images.

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Brand experience research is the research that includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of how people perceive brand personalities and images. It helps a brand to understand its customers in a better way, which enables it to make necessary changes to improve the customer experience. Competitive analysis is a study of a brand's competitors and their activities in the marketplace. Consumer insight research is about understanding consumer behavior, attitudes, and preferences. Media research is conducted to understand various media channels and their impact on consumers. Concept testing is done to test new product or service ideas.

________ Includes an Assessment of a Brand's Role and Performance