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Measuring brand strength

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Part of the Forschungsgruppe Konsum und Verhalten book series (FGKV)

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.

Keywords

Market Share Product Category Strength Measure Conjoint Analysis Brand Equity 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden 2004

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