Strategic Brand Management, Fourth Edition

10 Measuring Outcomes of Brand Equity:

Capturing Market Performance

Learning Objectives

After reading this chapter, you should be able to

1. Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it.

2. Contrast different comparative methods to assess brand equity.

3. Explain the basic logic of how conjoint analysis works.

4. Review different holistic methods for valuing brand equity.

5. Describe the relationship between branding and finance.

Intel tracks the price premiums it enjoys over competitors as a measure of its brand strength.

Source: Intel Corporation

Preview

Ideally, to measure brand equity, ...