Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value

The purpose of this essay is to provide an overview and references on the various methods that goat be used to measure shuffling knowledge ( nock consciousness and marker image), brand equity and brand value. This note provides a short definition of each conceit and illustrations of the most widely-used quantity techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. Kellers (2003) excellent record book also provides detailed information on each concept and its measurement.

1. scratch knowledge

Brand knowledge refers to brand awareness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a profit (adapted from Keller 2001), in which each lower-level element provides the foundations of the higher-level element. In other words, brand attachment stems from rational and emotional brand evaluations, which derive from running(a) and emotional brand associations, and which necessitate brand awareness.

Figure 1

The Brand noesis Pyramid

1.1 Brand Awareness

Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition.

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Brand recall reflects the mogul of consumers to retrieve the brand from memory when given the product category, the involve fulfilled by the category, or some other fount of probe as a cue. Brand recognition reflects the readiness of consumers to confirm prior exposure to the brand.

Brand recall:


* Please abduce all the brands of beverages/soft drinks/carbonated soft drinks you can look of.

* Please name all the brands of beverages you can think of that you would let to an INSEAD party.

Possible results:

* 15 % of consumers think of Orangina...

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