In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal

The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend.

In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal

Thomas J. Reynolds Professor Emeritus University of Texas at Dallas

Carol B. Phillips BrandAmplitude, LLC

INTRODUCTION

Much has been written of late about the holy grail of marketing, measuring the Return on Investment of Marketing dollars (ROI-M). The topic is certainly not a new one, especially as evidenced in the frequency of board room discussions on the topic. Recent interest has been driven by development of more sophisticated technologies for collecting the required quantities of customer level data that provide the basis to estimate such...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands