9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Learning Objectives
After reading this chapter, you should be able to
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Describe effective qualitative research techniques for tapping into consumer brand knowledge.
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Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships.
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Profile and contrast some popular brand equity models.
Marketers strive to learn everything about how consumers use the products they sell. For pillow manufacturers, that might mean knowing how many consumers fold, stack, or just hug their pillows.
Source: Jose Luis Pelaez/Stone/Getty Images ...
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