Title: Measuring Brand Equity Across Products and Markets
Abstract: This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.
Publication Year: 1996
Publication Date: 1996-04-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 3207
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