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.
Research Papers
How consumers identify good brands
Catalogue: Asia Pacific 2002
Author: Alastair Gordon
Company: Nielsen
December 1, 2002
Research Reports
Global Market Research 2007
Catalogue: Global Market Research
Author: ESOMAR B.V.
 
September 17, 2007
Research Papers
Measuring pricing power of a global brand in an Asian market
Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Venu Gorti, Ruchira Jain, Don Sexton, Kamal Sen
 
June 15, 2015
