Brand equity monitor (BEM)

Reint Jan Schuring, Dirk Sikkel and Giep Franzen

The Brand Equity Monitor (BEM) bases its analysis on two key factors. The first is a brand's assets, defined as the percentage of consumers that have an association with the brand that is relevant to their purchasing behaviour.

Brand equity monitor (BEM)

Reint Jan Schuring, Dirk Sikkel & Giep Franzen

The Brand Equity Monitor (BEM) is an instrument which explains reported purchasing loyalty as a dependant variable using six different association categories:

  1. Relative brand awareness;

  2. Product performance;

  3. Brand personality;

  4. Brand values;

  5. Price/quality evaluation; and

  6. Commitment.

The BEM distinguishes between descriptive and causal brand equity.

DESCRIPTIVE BRAND EQUITY

Brand assets are defined as the percentage of consumers that have an association with the brand that is relevant to their purchasing behaviour. It follows that the higher the percentage of consumers with an association, the higher...

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