Better Measurement and Management of Brand Value

Allan L Baldinger

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Better Measurement and Management of Brand Value

James C. Crimmins

What Is Happening to Our Belief in Brand Names?

To answer the question 'What is happening to our belief in brand names?' we looked at historical trends in the DDB Needham Life Style data base, Each year for the past 18 years we have interviewed a representative sample of U.S. consumers. The sample size was approximately 3,500 each year from 1975 to 1984 when the sample consisted of only married household heads and approximately 4,000 each year since 1984 with a sample that included both married and single household heads....

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