Understanding and modeling brand strength

The purpose of this paper is to develop a Brand Strength Model. The model is a cause-and-effect model linking customer-brand relationships to four determinants: Rational brand associations, emotional brand associations, rational brand evaluations and emotional brand evaluations.
  

Understanding and modeling brand strength

Anne Martensen and Lars GrønholdtCopenhagen Business School

1. INTRODUCTION

The most successful companies today are said to have strong brands. But what is a strong brand? How can we measure a brand's strength? What makes a brand strong? How do we build a strong brand? To help answer these questions, this paper develops a conceptual model of brand strength. Our approach to brand strength is consumer-based, where the concern is measures related to the consumer mindset.

Recently, branding, brand management, brand equity and related terms have occupied the minds of...

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