Abstract:

Several tools and approaches have recently been proposed to evaluate Brand Equity. We do not have a magic number for this measurement, and we believe it is even nonsense trying to identify such a number. On the other hand, we strongly believe that the most efficient way to measure Brand Equity is to classify consumers. Our proposal is to classify consumers according to their level of involvement with brands, within specific product categories. These levels of involvement reflect the power of the brand in its market.