Abstract:

This paper details a practical example of CapitalizingTM, a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or service). This application has been implemented for Gillette on the occasion of M3Power's product launch (a razor with a battery-powered shaving system).The conceptual environment of Capitalizing will be reviewed, and the objectives of the Gillette case study presented with the questioning method and final results. The paper concludes with the method's strengths and its contribution to brand equity management.