Measuring brand equity - a consumer-led approach

Iona Carter and Rory P Morgan

The Research International model for evaluating brand equity, the `Equity Engine', applied to retailer brands.

Measuring brand equity - a consumer-led approach

Rory Morgan and Iona Carter, Research International, propose an exciting new model for evaluating the equity of retailer brands

Rory Morgan and Iona Carter

In the retail sector, we have found that consumers are increasingly taking the view that the high-street offer is becoming undifferentiated. As retailers compete with, and copy each other on service, pricing, product and so on, the branding of the retailer becomes increasingly important as a means of providing differentiation to attract customers and keep them loyal. Understanding the nature of the retail brand, and exploring its...

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