Measuring Brand Equity Across Products and Markets
Abstract
This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement...
Paper Details
Title
Measuring Brand Equity Across Products and Markets
Published Date
Apr 1, 1996
Journal
Volume
38
Issue
3
Pages
102 - 120
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Notes
History