The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered, including attitude scales, Q-Sort, Natural Grouping, Kelly Repertory Grid, Laddering, Benefit Chain, Projective...

In this essay we review the evidence from marketing research about price presentation of consumer products and discuss how these lessons have been applied — consciously or unconsciously — in the design of the U.S. tax system. Our perspective is that, in most situations, the designers of the...