10CHAPTER

Measuring TV Brand Equity

Now that we have looked at the various strategies to build television brand equity, we need to examine ways to measure and evaluate our work. In the branding game, it is unwise to simply guess what is going on in the minds of audiences and advertisers. Brand managers can become too close to their product and lose objectivity (just as proud parents refuse to believe that their child is just an ordinary kid). A better way to learn about the real needs, desires, and attitudes of an audience is to invest in well-designed audience research.

Rather than commissioning custom research to measure brand equity, a broadcaster may already have many of the necessary research tools to do a good equity assessment. ...

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