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Brand Aid, 2nd Edition by Brad VanAuken

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18

brand equity measurement

ACCORDING TO A well-known axiom, you can’t manage what you don’t measure. This is true of brand equity as well. Any strong brand equity measurement system will accomplish the following objectives:

Measure the brand’s equity across a variety of dimensions at different points in time over time.

Provide diagnostic information on the reasons for the changes in brand equity.

Gauge and evaluate the brand’s progress against goals.

Provide direction on how to improve brand equity.

Provide insight into the brand’s positioning vis-à-vis its major competitors, including its strengths, weaknesses, opportunities, and threats.

Provide direction on how to reposition the brand for maximum effect

When I was named director ...

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