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In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal

Published online by Cambridge University Press:  29 December 2005

THOMAS J. REYNOLDS  and
CAROL B. PHILLIPS
THOMAS J. REYNOLDS
Affiliation:
Professor Emeritus, University of Texas at Dallas, treynolds@lifegoals.net
CAROL B. PHILLIPS
Affiliation:
BrandAmplitude, LLC, carol@brandamplitude.com
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Abstract

The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend. This general measurement framework for “true” brand equity when applied longitudinally permits the evaluation of markerting ROI. Recommended measures for the “share tiering” approach to brand equity measurement are illustrated using the cola category as an example.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 2 , June 2005 , pp. 171 - 186
Copyright
© Copyright © 1960-2005, The ARF

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References

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