Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon

3528 WordsOct 24, 200815 Pages
Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement 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. Кеller’s (2003) ехсеllеnt book also provides detailed information on each concept and its…show more content…
The following questions could be asked: - Do you remember having seen this brand? - Complete the following words: NI E, K DA 1.2 Brand Image Brand image is defined as consumer perceptions of a brand as reflected by the brand associations held in consumers’ memory. To measure brand image, one can either use and adapt an existing list of brand associations (e.g., Aaker’s brand personality list described later) or start from scratch by eliciting brand associations and by then measuring the strength of these associations. The outcome of this exercise is usually a short list of the positive and negative associations consumers have with the brand, ranked by their strength. For comparison purposes, it is useful to report the average strength of each association with the brand and the strength of the association with competing brands and to do this for each target segments (e.g., brand users and users of competing brands). For example, you can list the five positive and negative associations INSEAD MBAs and LBS IVIBAs have of the INSEAD and LBS brands and report the four scores for each association. Brand personality list Jennifer Aaker (1997) developed a set of adjectives that can be used to describe the personality of a brand, much like the personality of an individual (see Keller 2003, chapter 9 p. 448). She distinguishes five facets of brand personality: Sincerity, excitement, competence, sophistication and ruggedness. Two or more adjectives measure each facet. The method

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