Abstract
This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.
Keywords
Brand equityLoyaltyMarketingBusinessSet (abstract data type)Brand loyaltyEquity (law)Quality (philosophy)Brand awarenessBrand managementIndustrial organizationComputer science
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Publication Info
- Year
- 1996
- Type
- article
- Volume
- 38
- Issue
- 3
- Pages
- 102-120
- Citations
- 3444
- Access
- Closed
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Cite This
David A. Aaker
(1996).
Measuring Brand Equity Across Products and Markets.
California Management Review
, 38
(3)
, 102-120.
https://doi.org/10.2307/41165845
Identifiers
- DOI
- 10.2307/41165845