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Capturing the elusive brand

Date of publication: June 15, 1998

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Mary Short, Sarah O'Brien

Abstract:

This paper looks at the changing environment of brand research and assesses the implications for exploring brand equity quantitatively within the context of brands of similar status outside the immediate product area within the retail environment and also in use.

Mary Short

Author

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Sarah O'Brien

Author

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Short and O'Brien (1998a, June 15). Capturing the elusive brand. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/capturing-the-complexity-of-advertising-perceptions