Measuring brand equity
For marketers, it has to include 'desirability' - and involves an intriguing new research toolkit
Rory P Morgan
A vague term, 'brand equity' has two different broad meanings. The second, or marketing, significance seems a lot more useful, but concerns a dynamic process involving the consumer (the first, or balance-sheet, meaning is just a static assessment). So how do you measure it? To a layman, one value of this paper is in pinning down these important ideas understandably. It proceeds to explain, as lucidly as the subject permits, how to overcome the informational potholes on the...