Understanding, measuring and using brand equity
This paper reports on the results of a development program aimed at using survey research data to place a financially related value on the consumer based equity of brand images and associations. We will document the empirically derived theories underlying the final system, and describe the individual components which comprise it. We will then show how by translating research data into simple descriptive concepts it can be made accessible to marketing decision makers, and hence provide a key input into strategic thinking and action.
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