Brand fitness: The contribution of personal drive to brand equity.

Lance de Masi and Harout Krikorian

The objectives of our paper are to: (1) introduce the concept of brand fitness, (2) substantiate the essential role of research in fitness measurement, and (3) exemplify the use of a research technique that is an integral part of this measurement.

Brand fitness: the contribution of personal drive to brand equity.

Harout Krikorian andLance de Masi Impact/BBDO, United Arab Emirates

BACK TO BRAND EQUITY

It is one of the most difficult concepts to explain... perhaps because it concerns intangibles. We find that it helps to abandon any attempt at a global definition in favour of citing its three components: product imagery, user imagery and personal drive imagery. For purposes of discussion then, let us assign working definitions to these facets of brand equity: product imagery is consumer perception of...

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