What Does the Marketing Team Need, Description or Prescription? A Response to Comments by Andrew Ehrenberg
Paul Dyson,Andy Farr and Nigel Hollis
In replying to Ehrenberg's comments on our paper 'Understanding, Measuring, and Using Brand Equity,' we have focused on the critical issue of why there is a need for brand equity systems like the one we describe, since it seems to be a point of continuing bafflement to Mr Ehrenberg. Along the way we will seek to correct some of the more obvious misunderstandings apparent in his comments.
THE NEED FOR ACTIONABLE UNDERSTANDING
The fact that...