Developing a Brand Equity Measurement and Management System

THE NEW ACCOUNTABILITY
CBBE
1. The customer-based brand equity concept provides guidance about how we can measure brand equity.
  1. Indirect approach vs Direct approach
Brand Equity Measurement System
CONDUCTING BRAND AUDITS
1. Brand Inventory
2. Brand Exploratory
  1. Preliminary Activities
  2. Interpreting Qualitative Research
  3. Conducting Quantitative Research
3. Brand Positioning and the Supporting Marketing Program
DESIGNING BRAND TRACKING STUDIES
1. What to Track
  1. Product–Brand Tracking
  2. Corporate or Family Brand Tracking
  3. Global Tracking
2. How to Conduct Tracking Studies
  1. Whom to Track
  2. When and Where to Track
3. How to Interpret Tracking Studies
ESTABLISHING A BRAND EQUITY MANAGEMENT SYSTEM
1. Brand Charter
2. Brand Equity Report
  1. Contents
  2. Dashboards
3. Brand Equity Responsibilities
  1. Overseeing Brand Equity
  2. Organizational Design and Structures
  3. Managing Marketing Partners

Resource summary

	Created by Pablo Camacho about 4 years ago