Abstract:

The paper describes the birth of a new research methodology developed by Reperes with their client Moet Hennessy. It follows the development of an original research approach for measuring the equity of a brand and that helps marketers steer its future course with increased confidence. It further explains the importance of understanding emotions in the context of luxury brands and how Emotional Monitoring aims at assessing brand equities by combining qualitative and quantitative approaches and an on-line data collection procedure.