In the area of brand management, EURIB has developed three research instruments: two instruments that focus on the internal organization, and one on the market in which the brand is exploited:

• Brand orientation (brand leadership): research that focuses on the degree of brand orientation of the organization at stake.
• Internal branding: research on if and how managers can elicit brand-building behavior from frontline employees and research on the degree to which employees feel they  connect with the organization and the brand.
• Brand equity (brand-added value): instrument that measures the strength of a brand in its market including the possibility to determine the effects of, amongst others, product introductions on this brand strength.