18
brand equity measurement
ACCORDING TO A well-known axiom, you can’t manage what you don’t measure. This is true of brand equity as well. Any strong brand equity measurement system will accomplish the following objectives:
• Measure the brand’s equity across a variety of dimensions at different points in time over time.
• Provide diagnostic information on the reasons for the changes in brand equity.
• Gauge and evaluate the brand’s progress against goals.
• Provide direction on how to improve brand equity.
• Provide insight into the brand’s positioning vis-à-vis its major competitors, including its strengths, weaknesses, opportunities, and threats.
• Provide direction on how to reposition the brand for maximum effect
When I was named director ...
Get Brand Aid, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
