Measuring brand strength

Abstract

The strong interest in brand strength over the last years has produced an almost infinite number of ways to grasp the phenomenon. Sattler (1994) claims to have identified 512 (!) variations to measure brand strength. However, up to now no single approach has achieved the status of being the most widely accepted. The reasons for this situation are diverse. Most importantly it is an outcome of the different understandings of the concept as shown in the discussion of different definitions of brand strength. Another reason can be seen in the different backgrounds (marketing, psychology, economics, consumer behavior) against which researchers build their measurement models. Finally the varying interest of marketing practitioners and academic researchers tend to produce methods easy to apply and communicate on the one hand, and sophisticated methods, on the other hand.