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 measurement.
1. Brand knowledge
Brand knowledge refers to brand awareness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different......

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Title: Note On Measuring Brand Awareness, Brand Image, Brand Equity And Brand Value Pierre Chandon
Approximate Word Count: 3356
Approximate Pages: 14 (250 words per double-spaced page)

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