Learn how to measure positive and negative brand equity on an ongoing basis in order to monitor performance and value. A solid system for measuring and diagnosing brand equity includes a wide range of measures, including usage and satisfaction. What is brand equity measurement and how can it be a driving force in building your brand let me begin by saying that marketing professionals still have different definitions of brand. The presentation is based on the measurement methods of brand equity.
Many studies over time have demonstrated that brand equity is a significant contributor to stock price, company valuation and shareholder value branding strategy insider offers insight on.
Every brand should measure brand equity there are several ways to do this, but this movie focuses on the bav model the brand asset valuator model is a valuable way to understand how your.
The purpose of brand equity metrics is to measure the value of a brand a brand encompasses the name, logo, image, and perceptions that identify a product. There are two ways in designing brand equity measurement system one system relies on indirect method, where in emotional level changes in consumer are sorted and recorded and other system. Learn what to consider on when measuring brand equity, in order to find its impact on consumer purchases or perceptions about a product.
Millward brown’s signature brand equity measurement system, branddynamics™, uses three proprietary metrics, power, premium and potential, to score brand equity.