MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETS

This article presents managers with a framework for measuring the stre ngth of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty perceived quality, associations, awaren ess, and market behavior. Employing these measures can be difficult an d their results must be used carefully. However, they have the capacit y to provide managers with a set of important and extremely useful mea surement tools.