Abstract:

The writers have developed a new approach that draws together these two sets of dimensions. Based on advanced econometric methods, it presents a simultaneous analysis of both economic and image measures. This methodology permits managers to draw conclusions that are based not only on hard economics, but are also directly linked to a brand's 'meaning'. This method is a breakthrough in brand management. For the first time, a brand's performance can be understood as an integrated whole. Managers can develop specific and actionable marketing plans whose economic impact can be accurately predicted.