Brand equity measure
Brand equity measure is a key decision criterion which influence marketing managers and marketing mix strategy on national and international market. Brand equity is influenced by attitudes and behaviour of customers, how particular brand is perceived and how this influence customers decision, company revenue and company profits. Measuring brand equity is complex process which involve identification of how particular brand is perceived, and how this perception lead to financial results. As such this involve measuring of tangible values (money) and comparing them to intangible, hard to measure, quantities (perceptions, attitudes) or customer preferences. Knowledge of this value is crucial during research on brand and preparation of company strategy.
- Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62.
- Tong, X., & Hawley, J. M. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262-271.
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