Talking to the heart and the head

Trevor Richards

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and leverage brand equity.

Talking to the heart and the head

Trevor Richards

In 2004, both the advertising research foundation (ARF) and the Marketing Sciences Institute (MSI) identified brand equity as a key research focus for the next several years.

By doing so, US marketers and advertisers signalled that the problem of defining brand equity has not been fully resolved, in spite of many attempts. They also signalled that resolving the issue has become an urgent priority in an era that demands marketing be accountable.

As part of their initiative, the MSI published a paper by Keller and Lehman (1), which provides an overview...

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