Chapter 18 Brand Equity
Measurement Need
Business leaders must know the value their brand contributes to their company and/or products beyond book value. Organizations that are known for having positive reputations typically command higher valuations and prices than their lesser-known competitive counterparts, and measuring this helps company leadership understand the sources of their market strengths. This requires today’s companies to be deeply attuned to the needs of their customers, beyond classic segmentation, targeting, and positioning theory.
To attract and create loyal customers, a company must be customer-centric. This is more than smiling and being friendly. Customer centricity is an explicit investment in being customer-driven and ...
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