Brand management and brand measurement

Date of publication: June 15, 1994

Author: Uwe Munzinger


Brand building, brand management and brand maintenance prerequisites the measurement and thorough understanding of brands. Since brand building often represents a greater investment than product or plant development, this is a worth wile endeavour. This paper outlines the BBDO way of building, measuring and managing brands. It describes the Brand Perception Audit BBDO uses to understand the perception of brands through the customers' eyes. It is built to reflect different levels on which brands perform. Brand Perception Audit combines qualitative depth and quantitative reliability. Results from recent Brand Perception Audits will be used to demonstrate which implications and conclusions are derived for advertising and brand management.

Uwe Munzinger


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