The mind versus market share guide to brand equity

Colin Baker, Julie Tinson and Clive Nancarrow

The possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management is presented.
  

The Mind Versus Market Share Guide to Brand Equity

Colin BakerStethos International

Clive NancarrowUniversity of the West of England

Julie TinsonUniversity of Stirling

INTRODUCTION

The search for meaningful measures of current brand performance and, in particular, performance potential has covered many areas but brand equity is one, in particular, that has attracted considerable interest. Since the mid-1980s, brand equity has been a major focus of interest among both practitioners and academics, with hundreds of journal papers listed on electronic databases such as WARC, Business Source Premier and Emerald, and many texts including those by Leuthesser...

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