Measuring brand equity across products and markets

Article Abstract:

This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools. (Reprinted by permission of the publisher.)

Management

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The brand relationship spectrum: the key to the brand architecture challenge

Article Abstract:

This article examines the process of product management and brand architecture, focusing on how brand managers can compete within international and complex market environments. A 'brand relationship spectrum' is presented that helps management strategists develop subbrands and endorsed brands within their brand architecture.

Marketing Management, Marketing, Marketing research, Market research

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Leveraging the corporate brand

Article Abstract:

The potential impact of corporate brand, on customer loyalty, is examined.

United States, Customer loyalty, Brand image

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