The purpose of this essay is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use …
showed first 75 words of 3665 total

showed last 75 words of 3665 total
…Ulrich, and David Reibstein (1998), "Brand equity and vertical product line extent," Marketing Science, 17 (4), 356-79 24 pages. 11. Reynolds, Thomas J. and Jonathan Gutman (1988), "Laddering Theory, Method, Analysis, and Interpretation," Journal of Advertising Research, 28 (1), 13. 12. Simon, Carol J. and Mary W. Sullivan (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, 12 (1), 28. 13. Zaltman, Gerald and Robin A. Higie (1993), "Seeing the Voice of the Customer: The Zaltman Metaphor Elicitation Technique." Cambridge, MA: Working Paper 93-114, Marketing Science Institute.