Abstract:

This presentation addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power (the strength of the brand in the consumer mind) with Market Power, which acknowledges the importance of market/channel effects in creating brand value. Secondly, the presentation explores different ways of measuring brand image to yield a more sensitive and meaningful brand understanding. Using original research, the presentation demonstrates how these new approaches can significantly enhance the value of tracking and brand equity research.