Researching international "brand equity": a case study

Looks at the implications gi building brand equity in a marketing rather th an balance sheet sense. Uses the case example of Chivas Rep-al to illustrat e hell, the global brand of a multinational organisation can be developed a nd whether a "global" advertising campaign can be built. Examines the role of marketing research in this process. In order to determine how a bi and's equity call be developed, the core and local values of a global brand as s een by consumers need to be clearly identified However, running a global ad vertising campaign is expensive for the organisation. Pre-testing in intern ational marketing research helps In reducing risks with the positive effect s Of obtaining,feedback and informing those involved. The discussion in the paper covers the pre-testing of a global advertising campaign, in particul ar the appropriateness of qualitative and quantitative pre-testing methods and then the measures used for post-campaign assessment. The discussion als o includes the appropriateness of single measures of brand equity.