Branding values

Neil Barnard, Prof Andrew S C Ehrenberg and John Scriven

Reply by Andrew Ehrenberg and colleagues to the four articles in the May issue which argued for `brand equity' and against their more restricted view.

Branding and values

Neil Barnard, Andrew Ehrenberg and John Scriven, South Bank University, reply to last month's feature

Neil Barnard, Andrew Ehrenberg and John Scriven

Four papers and an editorial in May's Admap discussed our views of branding and advertising (1,2,3,4,5). The tone was notably supportive but not wholly: 'Ehrenberg and his colleagues are largely right - but...'. The 'Buts' merit clarification, though first we rehearse the main argument briefly:

Brand Performance Measures- The evidence says that market share is the dominant factor in all performance measures - behavioural, attitudinal, or financial. If...

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