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Brand Measurement Methods
Whitler, Kimberly A.; Regan, Ellen Technical Note M-0920 / Published February 21, 2019 / 25 pages.
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Product Overview

While the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the worth of the brand? Is it about the target consumer's perception? Or is it about how well known the brand is? The purpose of this tech note is to: (1) create a conceptual model framing the ways in which brands can be measured, (2) describe the key measurement methods, and (3) provide commonly used examples for each measurement method.


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  • Overview

    While the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the worth of the brand? Is it about the target consumer's perception? Or is it about how well known the brand is? The purpose of this tech note is to: (1) create a conceptual model framing the ways in which brands can be measured, (2) describe the key measurement methods, and (3) provide commonly used examples for each measurement method.

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