Measuring Brand Strength: Concept and Mobile Handset Study
Anupama Tiwari and Dilip Roy
Abstract:
Due to increasing global competition and rapidly changing consumer priorities, an organization needs to be more aware than ever before of the many underlying forces that impact on a brand's ongoing strength. In this scenario, a brand strength model is developed which compares the performances of the inter-brand and creates a more holistic and accurate way of understanding and evaluating brand strength. For this, nine distinct parameters of brand strength have been identified, each of which has an important role in measuring the brand's...